We only know the chorus of the sponsorship agreement between FC Barcelona and Spotify and it sounds pretty good : 60 million euros per season for the next four for the jersey of the first football teams, 5 for three seasons in training, and 5 more by the name of the stadium the years that its remodeling lasts; 280 in all.
Spotify is a nice company . It was founded by two Swedish guys in 2006 in the midst of a crisis in the music industry. They didn't have it easy. On the one hand they had to compete with the giant Apple and its iTunes, which sold musical themes for €1, and on the other with piracy, where they were free.
His merit was realizing that people didn't want to have terabytes of mp3s but only wanted to listen to them, and that they wanted to do it from any place and device.
Spotify's solution turned out to be better than free. Today Spotify has 406 million subscribers, 180 paid.
But man does not live by music alone. On Spotify we also listen to La Competència , La Sotana or Albert Cuesta and his technology pills. With a very determined commitment to the distribution and production of podcasts, Spotify has become the radio of the planet, just as Netflix is television.
Spotify has become the radio of the planet, just like Netflix is TV
When in 2020 they signed Joe Rogan for 100 million, nobody got the numbers. Today Joe Rogan has the program with the highest audience in the history of broadcasting and advertising on his program costs from a million dollars. At the beginning of the year, Neil Young raised a fight with Spotify because he did not want to share a platform with Rogan because he gave a voice to deniers; the company stayed with Rogan.
And if Spotify is not what it seems, neither is Barça. More than a club? Some values? A feeling? The low number of the grandfather's license? It is all this and it is also a great producer of audiovisual content with a global audience willing to pay for premium content and generating a lot of data.
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On Spotify they are swords of the freemium model (free for most, paid for a few), so much so that they even have the figure of the Chief Freemium Officer in the person of Alex Norström.
Barça has more than 400 million subscribers on social platforms, many of them in markets such as Latin America or Asia where the penetration of the Catalans is much higher than that of the Swedes.
The sponsorship agreement digitizes Barça and materializes Spotify
To all this we must add the stadium that Spotify wins to promote its artists, the premium content to make podcasts and the billboards, tarpaulins and markers of the stadium that can be digitally personalized with advertising of its artists depending on the country where the match is broadcast.
I don't know if Spotify is happier with the new pied-à-terre that they have bought in Barcelona or Barça with the new pied-au-nuage that Spotify has given them.
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