Branding
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A year in to Spotify’s partnership with FC Barcelona and the music streamer and leading European soccer club are now focused on evolving the sponsorship deal to create “cultural moments” through sports and music collaboration.
“One year ago, we said this would be more than a partnership because we like to say that Barça is more than a club and that’s important because it’s our motto but also important when it comes to partnerships,” says Sergi Ricart, chief marketing and revenue officer, FC Barcelona. “It’s been a pioneer strategic partnership. The engagement of new audiences with the club and the engagement that the content we created has seen, it’s been massive.”
The deal — touted as a new way for the streaming giant to amplify artists across the globe — spans four seasons for team shirts and three seasons for training shirts. It will also rebrand FC Barcelona’s Camp Nou stadium as Spotify Camp Nou, following an extensive redevelopment project that’s scheduled to be ready for the 2024-2025 season. The partnership kicked off with two major artist campaigns featuring Drake‘s OVO and Rosalía‘s Motomami logos, respectively, on the Blaugrana team jerseys. Rosalía’s logo was the first to be featured on both the men’s and women’s teams home kits as part of the partnership.
Following the unveiling of Rosalía’s match kit on March 15, searches for “Rosalía” and “Motomami” on Spotify increased by over 100% globally and by nearly 200% in Spain (compared to searches on March 14), according to the streaming company. Moreover, in the hour after the El Clásico match ended on March 19, global streams of Rosalía tracks climbed on Spotify in multiple markets globally, including Egypt where the tracks saw a more than 220% boost, 170% in Morocco and almost 70% in Nigeria.
“Rosalía’s El Clásico match kit drove streams and awareness because that match has two or three times more global eyeballs than the Super Bowl. These artists are getting fully integrated campaigns and it’s stuff that is enormous in marketing value,” explains Marc Hazan, vp partnerships, Spotify.
Now, with the partnership in its second year, artists such as Anitta and Fuerza Regida have visited the training facilities for the making of the Barça on Tour summer playlist . And, during the team’s stop in L.A. on July 26 for their match against Arsenal, Daddy Yankee toured the Spotify studio with Barcelona players in tow where he showed them a behind-the-scenes-look at his recording process. Additionally, the partnership will support artists on the LED boards during the Barcelona matches while on the U.S. tour.
“We’re creating a cultural moment and for the club it’s so important,” adds Ricart. “We humbly think that we’re the biggest global sports brand but how can we move into a cultural brand and with the support of this partnership we are moving that way.”
Following its more than 20 global activations during the 2022-2023 season, Hazan is looking to tap into different markets immersing in different genres. “This is a long partnership for Spotify, we’re very invested,” he says. “It’s fair to say that football and music are two great passions, so to combine the two is something pretty unique and when you have Barcelona, arguably one of the biggest clubs with a massive following, you’re in a position where they want to partner heavily and there’s a full set of music rights available, that doesn’t come up every day.”
A New York state appeals court has sided with Jay-Z in his long-legal battle against a fragrance company called Parlux over a cologne endorsement deal that went bad.
In a ruling issued Thursday, a panel of appeals judges upheld a 2021 jury verdict that cleared the superstar of wrongdoing and potentially $67 million in damages. It also affirmed a judge’s ruling last year that it was actually Jay-Z, and not Parlux, that was owed money — nearly $7 million in unpaid royalties.
“There were multiple rational bases for upholding the jury verdict, and plaintiffs have not set forth a sufficient basis … to overturn it,” a five-judge panel ruled unanimously.
Barring further appeals, the decision could finally mean the end for more than six years of litigation over “Gold Jay-Z,” a cologne brand that the superstar, whose real name is Shawn Carter, launched in 2013 through a partnership with Parlux.
In its 2016 lawsuit, the company accused the rapper and his S. Carter Enterprises of failing to properly promote the brand, breaching his contract and dooming the product to failure. Jay-Z quickly countersued, claiming he had fulfilled his obligations despite numerous missteps from Parlux – and that the company still owed him money.
After a three week trial in late 2021, featuring heated testimony from the star himself, jurors largely sided with Jay-Z and found that Parlux was entitled to nothing. Then in August, New York Supreme Court Justice Andrew Borrok ruled Parlux owes Jay-Z $6.78 million in unpaid royalties, including interest.
Seeking the overturn the verdict on appeal, attorneys for Parlux argued that the trial judge had improperly instructed the jury about requirements in the contract about Jay-Z’s personal appearances and the need for Parlux to provide a “product development plan.”
But in Thursday’s ruling, the appellate panel was unmoved: “The court correctly instructed the jury on the burdens of proof, and any error in characterizing the notice requirement for personal appearances and the PDP as ‘conditions precedent’ was harmless when considering the overall instructions.”
Parlux can still challenge the outcome once more, taking the case to the Court of Appeals, New York’s top appellate court. An attorney for the company did not immediately return a request for comment.
Ozuna and Coors Light join forces and kick off their newest campaign Ritmo Chill. In the spirit of the beer brand’s slogan “Made To Chill” — which is on par with Coors Light’s aesthetic of the Rocky Mountains — Ozuna heads towards the icy route but gives his newest song some heat with the tropical-laden single, “Chill Conmigo,” written and produced by the artist himself.
The visual follows the Puerto Rican-Dominican star in an office setting who’s ready to break free and go on a quest for chiller moments. So he climbs to the peak of the Rocky Mountains and discovers a loaded Coors Light cooler. “Yo solo busco un ambiente para vacilar con mi gente,” he sings against a joyous mix of Afrobeats and calypso pop. “I’m just looking for an environment to hang out with my people.” Then the scene transitions to the Ozuna enjoying himself at a spring break-styled pool party.
“Ritmo Chill is a musical program focused on helping consumers eliminate daily pressures by relaxing with good music and a cold Coors Light,” said consumer excellence senior manager, LatAm, Yaidi Clery in a statement. “The collab with Ozuna is a dream partnership because they both embody that spirit of taking things easy and letting go with good vibes. Just like Ozuna, Coors Light is ‘made to chill’.”
Although Coors Light Latin America soft launched Ritmo Chill last year, which also includes a series of five playlists on Spotify titled “Chill with Friends,” “After Work,” “Beach Chill,” “Pool Time,” and Chill Vibes,” it’s the first time the division launches an original song and video with a Latin powerhouse performer for their campaign.
Ozuna, a global reggaeton and Latin trap hitmaker, is a five-time No. 1 chart-topper on Hot Latin Songs. He has landed on the Top Latin Albums with all of his five albums, including two No. 1s, and has reached the Billboard Hot 100 twenty times to date with hits like “Taki Taki,” “Te Boté,” “Monotonía,” “Criminal,” and more. In December, Ozuna performed live at the FIFA World Cup Qatar 2022 closing ceremony.
Adidas says it is investigating allegations of inappropriate workplace conduct by the rapper formerly known as Kanye West that ex-employees made in an anonymous letter also accusing the German sportswear brand of looking the other way.
Adidas, which made his Yeezy line, cut ties with Ye last month over his offensive and antisemitic remarks after facing pressure to follow other brands and companies in ending partnerships with the rapper. It said it expected to take a hit of 250 million euros ($246 million) to its net income this year from the move.
Ye was suspended from Twitter and Instagram over his remarks but has been back tweeting this month.
Rolling Stone has reported that it spoke to more than two dozen former Yeezy and Adidas workers and obtained a letter from several former Yeezy employees to the sportswear company alleging that Ye created a toxic work environment by showing sexual photos and videos in meetings, making vulgar comments and bullying the people who worked for him. All the former employees spoke to the magazine on condition of anonymity.
The letter accused the company of knowing about the problematic behavior and failing to protect employees.
“It is currently not clear whether the accusations made in an anonymous letter are true. However, we take these allegations very seriously and have taken the decision to launch an independent investigation of the matter immediately to address the allegations,” Claudia Lange, head of media relations for Adidas, said in a statement Friday (Nov. 25).
She said the company was not sharing more details about the investigation for now.
Ye’s last known music and personal representatives didn’t immediately respond to emails seeking comment.
Adidas also addressed Ye’s previous remarks that led the company to sever its relationship with him, saying Friday that it “does not tolerate hate speech and offensive behavior and therefore has terminated the adidas Yeezy partnership.”
“We have been and continue to be actively engaged in conversations with our employees about the events that lead (sic) to our decision to end the partnership,” Lange said in the statement. “They have our full support and as we’re working through the details of the termination.”
The company, which named a new CEO this month in a sped-up timeline for a power transfer, said it owns the rights to product designs except for the Yeezy name and is developing plans for what to do with existing inventory.