Spotify and FC Barcelona are bringing their partnership all the way to South Korea as part of their 2025 FC Barcelona Asia Tour. The club played a friendly match against FC Seoul on 31 July at Seoul World Cup Stadium and is set to face Daegu FC on 4 August at Daegu Stadium.
To mark this iconic crossover, Spotify teamed up with K-pop sensation ITZY for a campaign blending music and football — perfectly reflecting Spotify’s commitment to championing artists and bringing fans together worldwide through the power of creativity.
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The campaign entailed exclusive playlist collaborations including Barça On Tour: Korea 2025 by ITZY, which featured an expertly crafted takeover of FC Barcelona’s official Matchday playlist that presents 30 tracks — 10 of ITZY's own tracks such as, 'DALLA DALLA' and 'WANNABE' alongside 20 warm-up tracks that the members felt were perfect for the occasion. The cute playlist cover captures ITZY wearing the FC Barcelona jerseys. The playlist will be available to stream globally from now to 8 August.
WOR K OUT Playlist Takeover launches on 9 August and will have ITZY take over Korea’s top workout playlist to keep the high energy and enthusiasm roaring long after the match against Daegu FC is over.
The campaign also featured a content shoot that displays ITZY and FC Barcelona players at Seoul World Cup Stadium, capturing fun and playful interactions between them as they meet each other.
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Marc Hazan, Vice President of Partnerships and Marketing for Spotify, explains the thought process behind the campaign and what they hope to achieve through it, reflecting, "Bringing Spotify's partnership with FC Barcelona to Korea is a powerful moment. We're proud to feature ITZY as a part of this global collaboration that celebrates Korean creativity on a global stage and reflects our mission to connect artists and fans in unforgettable ways."
Marc Bruix, the Director of Partnerships for FC Barcelona, expresses that South Korea has some of the world’s most passionate football and music fans. He emphasised how it brings their global vision to life by connecting with local culture. He also believes that their collaboration with ITZY, a group that embodies the vibrancy and global reach of Korean music, opens new doors for their mutual aim of engaging new audiences and creating new and exciting experiences.
The ITZY members expressed how thrilling it was to collaborate on the campaign as they share their sentiment, "We had such a great time being part of this campaign. It was a fun opportunity to show how music and football can come together to create something truly exciting for fans everywhere."
Spotify continues to evolve its partnership with FC Barcelona into cultural canvases by highlighting artists and celebrating creativity — giving fans a new way to engage with music through football.
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