Barcelona will wear a special jersey for Sunday’s LaLiga featuring the logo of Catalan pop star Rosalia’s album ‘MOTOMAMI’ classic against Real Madrid at the Camp Nou.
The iconography will appear on the front of the shirt, replacing the usual Spotify sponsor branding, and will also be worn by the club’s women’s team when they host Madrid in Liga F a week later on March 25.
– Barcelona vs. Real Madrid: Stream LIVE 3/19, 4pm ET on ESPN+ (US)
The publicity stunt is part of Barca’s sponsorship deal with Spotify and marks the album’s one-year anniversary and Rosalia’s success on the music streaming service.
Rosalia, who was born in San Cugat, 30 minutes north of Barcelona, was the most streamed Spanish artist in the world on Spotify in 2022. Tracks from the MOTOMAMI album have been streamed over 1.8 billion times.
Barca announced Spotify as their main partner in March last year when the club sold the naming rights for their Camp Nou stadium to the Swedish company alongside shirt sponsorship.
This is the second time Barca’s shirt will be used to promote an artist as part of the deal. For the league classic at the Santiago Bernabeu in October, they replaced the Spotify logo with the emblem of Canadian rapper and singer Drake.
Fans of both Barca and Rosalia will even be able to get their hands on the one-off kit – although they’ll have to dig into their pockets to do so. Barca have announced that 1,899 kits – a nod to the club’s founding year – will retail at 399 euros ($420) and another 22 limited-edition kits will retail at 1,999.99 euros ($2,114).
It’s not the first time entertainment and football have come together in the name of advertising. In the early 2000s, Atletico Madrid used their shirts to promote a number of films. As part of an agreement with Columbia Pictures, Atletico has integrated branding for films such as “Spider-Man 2”, “Resident Evil”, “Hitch”, “White Chicks” and “Bad Boys 2”, among others.
Recently, the Rolling Stones launched their own line of Paris-Saint-Germain specialty merchandise, which includes soccer jerseys as well as bizarre offerings like sneakers, moped helmets and skateboards.
Bob Marley has also adorned several kits in recent years with Dutch giants Ajax and Northern Irish Bohemians releasing tributes to the Jamaican reggae legend.
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