Barcelona’s Proposed Deal With Spotify Brings Desired Revenue, And Commotion

Seeking much-needed funds, Barcelona is finalizing a unique sponsorship deal with renowned music streaming service Spotify, which would have wide-reaching ramifications.

Financially, the sponsorship agreement—which allows Spotify to replace online retail company Rakuten as the main kit sponsor and potentially embed its brand into the Camp Nou stadium name—is worth around €280 million ($320 million) over three years, Reuters reports. Given the ongoing debt problems, an eye-catching new sponsor reads well.

It comes at some cost, though. Renaming the stadium to Camp Nou Spotify is a lucrative but controversial idea, as it breaks nearly 70 years of history and demonstrates the wholesale changes Barcelona needs to restabilize itself. Internally, conversations with Spotify have also coincided with CEO Ferran Reverter resigning. Read into that what you will, although Spanish outlet La Vanguardia suggests the Spotify talks had something to do with it (Spanish).

Spotify is making its first serious step into soccer. Previously, the service had links to Premier League club Arsenal through its Swedish billionaire and CEO Daniel Ek, who was keen on purchasing the side he supports. Barcelona would have a sponsor like no other, specifically tied to music and an entertainment source for approximately 180 million paying users. To many, it’s a household name, and it could mean good money. But it doesn’t solve everything.

Given its long-standing debt, Barcelona has not been acting entirely sensibly. From the outside looking in, Ferran Torres’ €55 million arrival—the same amount Rakuten paid Barcelona annually—was a surprising start to 2022, even with a decrease in squad salaries. Barcelona was also hasty to enter the NFT business, signing a deal with Ownix before pulling out due to ethical concerns. It has all appeared a little haphazard. Things are better now that former president Josep Maria Bartomeu has long since left, yet the impulsive decisions have not entirely disappeared.

On the upside, the team has made a couple of smart decisions in recruiting 32-year-old forwards Pierre-Emerick Aubameyang and Adama Traoré. Aubameyang cost nothing, while Traoré returned to his old home on loan. These signings indicate short-term solutions, adding firepower with qualification for next season’s Champions League at stake. Only if the Traoré signing works out will it spend anything on the pacy Wolves winger.

There is also a longer-term strategy, with talents such as Ansu Fati, Pedri and Gavi well-placed to lead a brighter future on the field, assuming the club staves off interest in the latter, who has reportedly caught Liverpool’s eye. In the background, the Espai Barca project revamping the club’s infrastructure could see an investment return over the coming years.

Yet, there will be plenty of back and forth. Reports continuously mention Barcelona as a possible destination for expensive players, such as Borussia Dortmund phenomenon Erling Haaland. Should the board find a way to finance such transfers—even if that entails pushing La Liga spending rules—it will make its move.

Whatever happens, there is no indication Barcelona has a clear path. Reverter— pointed to personal reasons for his decision—was part of the debt recovery process. Now he’s gone, Barcelona has to find a replacement whose introduction will officially signal Reverter’s departure. The unsettlement, paired with unstable spending, means the imminent Spotify deal forms just one part of the jigsaw.