Spotify and FC Barcelona team up with ITZY for South Korea campaign

Spotify has brought its global partnership with FC Barcelona to South Korea for the first time, launching a music and football collaboration with K-pop group ITZY as part of the club’s 2025 Asia Tour. The activation took place during friendly matches in Seoul and Daegu, combining live sport with curated music experiences for local fans.

Marc Hazan, Vice President, Partnerships and Marketing, Spotify: “Bringing Spotify’s partnership with FC Barcelona to Korea is a powerful moment. We’re proud to feature ITZY as a part of this collaboration, which celebrates Korean creativity on a global stage and reflects our mission to connect artists and fans in unforgettable ways.”

For the campaign, ITZY curated the Barça on Tour: Korea 2025 playlist, featuring 30 tracks—including 10 of their own—to energise fans before kickoff. The playlist is available globally on Spotify, with ITZY wearing FC Barcelona jerseys on the cover. From August 9, the group will also take over WOR K OUT, Korea’s leading workout playlist with more than 1.3 million followers.

Exclusive content captured ITZY meeting FC Barcelona players at Seoul World Cup Stadium, shared across social media channels to extend the fan experience beyond the stadium.

During the Seoul match, Spotify branding appeared on LED boards, goal-line signage, and press backdrops, with similar activations planned for Daegu. The campaign also featured on one of Seoul’s landmark screens, the Gangnam Media Sync display.

Marc Bruix, Director of Partnerships, FC Barcelona: “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.”

ITZY: “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.”

The Korea activation follows previous Spotify x FC Barcelona campaigns featuring artists such as Travis Scott, Coldplay, KAROL G, The Rolling Stones, ROSALÍA, and Drake.

www.spotify.com

www.fcbarcelona.com

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