Spotify and FC Barcelona Bring K-Pop to the Game with ITZY in Korea
Since we announced our global partnership with FC Barcelona in 2022, we’ve been finding new ways to unite the worlds of music and football—amplifying artists, connecting fans, and making the matchday experience even more memorable.
This summer, we brought that vision to life in South Korea for the very first time. As part of FC Barcelona’s 2025 Asia Tour, we teamed up with K-Pop sensation ITZY for a localized campaign that put Korean creativity front and center.
With friendly matches in Seoul and Daegu as the backdrop, our first Korea activation under the Spotify x FC Barcelona partnership gave us the perfect opportunity to celebrate the passion of Korean fans through music and sport.
“Bringing Spotify’s partnership with FC Barcelona to Korea is a powerful moment,” said Marc Hazan, Vice President, Partnerships and Marketing, Spotify. “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.”
“South Korea has long been home to some of the most passionate football and music fans in the world,” said Marc Bruix, Director of Partnerships, FC Barcelona. “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.”
“We had such a great time being part of this campaign,” said the members of ITZY. “It was a fun opportunity to show how music and football can come together to create something truly exciting for fans everywhere.”
ITZY-curated playlists
We invited ITZY to take over Barça on Tour: Korea 2025, curating 30 tracks—including 10 of their own and 20 warm-up picks—to get fans hyped for kickoff. The playlist is available globally on Spotify, with ITZY on the cover sporting official FC Barcelona jerseys.
To keep the momentum going, they’re also taking over WOR K OUT—Korea’s No. 1 workout playlist on Spotify, with more than 1.3M followers—starting August 9. It’s packed with their favorite tracks to keep post-game energy high.
Matchday moments
To amplify the spirit of the occasion, Spotify and FC Barcelona produced exclusive content featuring a special meet-and-greet between ITZY and Barça players at Seoul World Cup Stadium. The interactive footage was shared across socials, bringing fans even closer to this unique moment.
Pitch-side presence
During the Seoul match, fans saw Spotify branding across LED boards, goal-line signage, and press backdrops, and they’ll be seeing more of it in Daegu. We also took over one of Seoul’s most iconic digital displays, Gangnam Media Sync, to share the campaign with the city.
From jersey takeovers with global superstars like Travis Scott, Coldplay, KAROL G, The Rolling Stones, ROSALÍA, and Drake to localized cultural campaigns like this one with ITZY, our partnership with FC Barcelona continues to turn football into a creative canvas that celebrates artists and the fans who love them.
Want more from Spotify x FC Barcelona? Follow FC Barcelona’s official profile on Spotify or visit our dedicated For The Record hub to stay in tune. Getting ready for the next match? Hit play on the Barça on Tour: Korea 2025 playlist curated by ITZY, or check out their official artist profile.
