Spotify and FC Barcelona have taken their groundbreaking global partnership to new heights by landing in South Korea for the very first time. As part of the 2025 FC Barcelona Asia Tour, the Spanish football giants played their first friendly match against FC Seoul on July 31 at Seoul World Cup Stadium, and are set to face Daegu FC on August 4 at Daegu Stadium.

To celebrate this historic occasion, Spotify teamed up with powerhouse K-pop group ITZY to launch a culturally resonant campaign that blends the energy of football with the rhythm of Korean music. The campaign reinforces Spotify’s commitment to championing artists and building unforgettable fan connections through creativity.

This marks the first official Spotify x FC Barcelona campaign on Korean soil since the multi-year collaboration kicked off in 2022. From the start, the partnership redefined what sports sponsorship could look like, placing artists front and center across stadiums, jerseys, and global fan experiences.

“Bringing Spotify’s partnership with FC Barcelona to Korea is a powerful moment,” said Marc Hazan, Vice President of Partnerships and Marketing at Spotify. “We're proud to feature ITZY in this global collaboration that celebrates Korean creativity and brings artists and fans together in bold new ways.”

“South Korea has long been home to some of the most passionate football and music fans in the world,” added Marc Bruix, Director of Partnerships at FC Barcelona. “Our partnership with ITZY reflects both Spotify and Barça’s shared ambition to connect with new audiences and create unforgettable cultural moments.”

“We had such a great time being part of this campaign,” said ITZY. “It was a fun opportunity to show how music and football can come together to create something truly exciting for fans everywhere.”

On July 28, Spotify launched Barça On Tour: Korea 2025 by ITZY, a playlist featuring 30 songs—10 from ITZY themselves and 20 curated warm-up picks by the group. ITZY also appeared on the cover in official Barça jerseys. On August 9, they’ll take over Korea’s top WOR K OUT playlist to keep the energy going post-match.

• On and Off-Pitch Media Integration

Spotify branding was featured across Seoul World Cup Stadium during the FC Seoul match and will continue at the Daegu match. From LED boards to goalline signage and major OOH displays in Seoul’s Gangnam Sync, Spotify has cemented its cultural footprint in Korea.

• VIP Matchday Experience

A curated VIP viewing event brought together artists, partners, and tastemakers to amplify the campaign across social media. Spotify and FC Barcelona also produced custom content featuring ITZY and Barça players at Seoul World Cup Stadium, to be rolled out across digital platforms globally.

The collaboration is the latest in Spotify’s ongoing journey to merge music and sports culture. From global jersey moments with Travis Scott, Coldplay, Drake, ROSALÍA, The Rolling Stones, and KAROL G, to editorial takeovers that spotlight local talent, the partnership continues to serve as a cultural canvas for creative expression.

The Korea leg of FC Barcelona’s 2025 Asia Tour is organized by D-Drive, with Genesis BBQ as the main sponsor for the Seoul match.

From Seoul to the world, this campaign proves that when music and football unite, the result is nothing short of electric.