Spotify brings ITZY and FC Barcelona together in Korea, fusing K-pop and football in a groundbreaking campaign that turns music and matchday into a global fan celebration.
Spotify Teams Up with ITZY and FC Barcelona to Bridge Music and Football in Korea
FC Barcelona is having their first-ever matches in Korea, including games against FC Seoul (July 31) and Daegu FC (August 4). To mark this milestone, Spotify launched its first official Korea campaign under its global partnership with the club. Front and center of the activation was ITZY, one of K-pop’s most electrifying girl groups, showcasing the creativity and international appeal of Korean music on a sporting stage.
“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 Hazan, Vice President, Partnerships and Marketing, Spotify.
Highlights of the Spotify x FC Barcelona x ITZY Campaign
“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.”
ITZY.
Playlist Collaborations:
‘Barça On Tour: Korea 2025 by ITZY’ Playlist
The playlist was launched on July 28 and runs through August 8 (KST). Curated by ITZY, featuring 30 tracks including their own songs and favorite warm-up beats. Available worldwide on Spotify with ITZY in official Barça kits on the cover.
WOR K OUT Playlist Takeover
Starting August 9, ITZY will take over Korea’s top workout playlist, which has 1.3 million followers. The playlist will feature their favorite high-energy tracks to keep the post-match vibe going. This activation also extends the campaign’s visibility beyond game day.
On & Off-Pitch Media Presence
Spotify branding appeared throughout the Seoul match, including on LED boards, goal-line signs, and media backdrops. It will also be featured at the upcoming Daegu match. The campaign reached even more people with large outdoor ads in Seoul’s Gangnam Sync, boosting Spotify’s cultural presence in Korea.
Matchday Experience and Content Creation
During the Seoul match, Spotify hosted a VIP viewing event that brought together artists, partners, and influencers to build excitement and generate social media buzz. A special content shoot with ITZY and FC Barcelona players also took place at Seoul World Cup Stadium. Produced by FC Barcelona, the content will be shared across digital and social platforms to engage fans around the world.
“South Korea has long been home to some of the most passionate football and music fans in the world. Through this special partnership with Spotify, we’re excited to bring our global vision to life in a way that connects with local culture. Partnering with ITZY, a group that represents the vibrancy and global appeal of Korean music, perfectly reflects our shared ambition to reach new audiences and create unforgettable moments.”
Marc Bruix, Director of Partnerships, FC Barcelona.
Spotify continues to transform its partnership with FC Barcelona into global moments that connect fans, spotlight artists, and celebrate creativity. From jersey takeovers with Travis Scott, Coldplay, KAROL G, The Rolling Stones, ROSALÍA, and Drake to now partnering with ITZY, this Korea campaign cements the power of music and football on the world stage.
The Korea leg of FC Barcelona’s 2025 Asia Tour is organized by D-Drive, with Genesis BBQ serving as the main sponsor of the Seoul match.
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