Spotify - the world’s most popular audio streaming subscription service, participated in ‘T1 Home Ground’ as the event’s main partner, bringing a new dimension to the fan experience by integrating music into the world of esports. Held from July 25 to 27 at Inspire Arena in Incheon, the three-day fan festival marked the first official activation under Spotify’s partnership with the globally renowned esports organization T1.

T1 Home Ground is designed to offer fans direct, real-life interaction with T1 players that is a mission that closely aligns with Spotify’s approach to connect creators and fans through physical, immersive experiences. From in-real-life (IRL) pop-ups to artist-led exclusive fan events, Spotify has consistently bridged the gap between artists and listeners. Through this partnership, that same connective was extended into the esports space, highlighting music as a shared cultural language between fans and players.

As the main partner of the event, Spotify curated a dedicated onsite activation that showcased personalized music experiences while deepening engagement between the T1 team and its fans. Each program was developed to reflect Spotify’s brand identity while complementing the energy of the esports community. 

Key highlights from Spotify’s activation at T1 Home Ground 2025 included:

● ‘My Music MBT1’ Test: An in-app quiz that matches fans with a T1 player based on their music taste. Participants received a personalized photo card and a curated playlist from their matched player, creating a customized music experience linked to their favorite.

● Fan Message Wall: A dedicated wall that showcased messages collected on-site—from fan letters and interactive Q&A to quiz responses. These were later displayed during the fan meeting for players by sharing their music preferences, listening habits on Spotify, and thoughts on the collaboration. A standout moment was the ‘T1 X Spotify Behind-the-Scenes Talk’, where players took the stage to discuss how music supports their training, focus, and performance—highlighting Spotify’s role in creating emotionally resonant experiences that go beyond streaming.

● Uniform Upgrade Station: An area where attendees could personalize their T1 jerseys with Spotify logo patches. This service offered a visual representation of the new partnership and strengthened brand affinity within the gaming audience.

“I always listen to music before matches to clear my mind and get into the zone,” said ‘Faker’, T1 team captain. “It was really special to share that side of myself with fans, and I think Spotify helped create a space where we could connect beyond the game.”

“Music and esports both foster strong, passionate communities,” said Gautam Talwar, Spotify APAC GM. “We’re excited to collaborate with T1 to explore new ways of connecting fans and players through music, and to expand our cultural presence in the gaming space.”

Following the success of the Home Ground activation, Spotify and T1 plan to roll out additional digital content and engage fans through offline experiences. Updates and exclusive content from the partnership will be shared via the Spotify Korea Instagram channel.