For one night only, the world’s biggest game will be played in Cactus Jack colors.
El Clásico. Barça vs. Real Madrid. For the sixth time in their ongoing partnership with FC Barcelona, Spotify is swapping out its own logo on one of the most famous kits in the game—and this time, it’s for Travis Scott’s Cactus Jack brand. Yes, the same jersey that’s been home to Messi and Ronaldinho will now rock a Travis logo at El Clásico, the biggest match of the year against Real Madrid. In a move that blurs the lines between music, fashion, and football, Spotify and FC Barcelona have tapped Travis for a full-blown cultural takeover—and the scope is massive.
This isn’t just a jersey drop. It’s, in essence, an entire cinematic universe.
There’s an exclusive Travis concert in Barcelona the night before the match. There’s a Cactus Jack x Barça capsule collection, with retro jerseys and accessories that straddle fashion week and football terrace chic. There’s a Barça Matchday playlist curated by Travis himself. And it’s all wrapped in the energy of one of the fiercest rivalries in global sport.
“El Clásico is a moment the whole world taps into,” Travis Scott said. “Teaming up with Spotify and FC Barcelona lets me merge my universe with theirs. This wasn’t just about throwing Cactus Jack on a jersey. It’s about building something that blurs the line between sound and sport. Being the first artist to perform in Barcelona as part of this collaboration and sharing that moment with my fans just takes it to another level.”
The Cactus Jack collection will include two variants of hoodies, a t-shirt, retro jersey, cap, shorts, jacket, scarf, and a retro football. The limited edition collection will be available on TravisScott.com beginning on May 9.
“It’s our most ambitious project to date,” Marc Hazan, Spotify’s VP of Partnerships and Marketing, says. “A global icon co-curating with us for the world’s biggest game and performing live for fans in Barcelona—that’s the power we’re unlocking.”
Spotify’s partnership with FC Barcelona has always been about more than slapping a logo on a stadium. Since the partnership launched in 2022, the streaming giant has handed its branding space on the Barça kit to some of the biggest names in music—Drake, ROSALÍA, The Rolling Stones, KAROL G, Coldplay—and continued to increase the scale around each one. But the Travis Scott collab levels up everything by building an immersive activation: It’s the first time the artist is performing in Barcelona. The merch line is the most expansive yet. As Hazan puts it, “We worked very, very closely with Travis and his team to design an experience that is worthy of his work.”
So why Travis, and why now?
“Travis has got such a creative vision,” Hazan said. “He’s one of our top artists on the platform, he’s already played in the world of football with some of the Nike stuff, and culturally, he always goes all in.” Hazan also confirmed that several of Barça’s players—like Jules Koundé—are massive fans.
Koundé, for his part, was hyped to see the collaboration come to life: “As a long-time Travis listener and someone who cares about style,” he said, “this collaboration with Spotify is powerful. Seeing the Cactus Jack logo on our jersey and being part of a drop that blends football with fashion and music is something that I’m hugely inspired by, and I’m proud to be part of a club that embraces that.”
That player-artist cross-pollination is part of the secret sauce here. Spotify doesn’t just want to market to football fans. They want to build a new kind of fan—one who lives at the intersection of sport, style, and streaming. They’ve leaned into hyper-curated experiences, from revealing player music preferences during Wrapped season to connecting stars like Johnny from Coldplay with the Barça squad post-game. “The players are genuinely excited,” Hazan said. “[They’re] asking us ‘who’s next? ‘, suggesting who, asking, can I be in the shoot? Can you do this one?”
And the numbers don’t lie. These jersey moments generate wild engagement: social chatter, mockups, and fan theories (yes, the internet thought this one was a Taylor Swift collab for weeks). “When the artist reveals the jersey, it’s often their most engaged post of all time,” Hazan said. “That shows how powerful this convergence point is.”
So, what does this say about Spotify’s bigger sports strategy?
For now, they’re focused squarely on FC Barcelona—and with good reason. The team has 130 million+ Instagram followers, a Gen Z-friendly roster, and a new stadium opening in 2026 (which Spotify has naming rights to, by the way). “It’s just a really compelling platform,” Hazan said. “Especially as we head into a new chapter with the stadium, there’s so much opportunity for storytelling.”
The mission, perhaps, goes beyond music and football. To an outsider, it would seem that Spotify is evolving into something bigger: a cultural curator. “We’re very much designed to be a platform for creators to showcase their art,” Hazan says. “As part of our role, we’ll look for other platforms where we can take that art and showcase it and create amazing moments for that work to be amplified.”
That vision might sound abstract, but the execution is anything but. Spotify knows who Travis’ superfans are in Barcelona. They’re bringing them to a one-night-only show, making sure the room is filled with the right energy. “It’s the fans listening for five hours a day. It’s that kind of connection,” Hazan said.
In other words: this isn’t just a marketing stunt. It’s a cultural moment. And maybe the blueprint for a new era of global fandom.
So when the blaugrana shirts hit the pitch on May 11, don’t just clock the Cactus Jack logo. Clock what it represents: a streaming platform that’s rewriting the playbook, one jersey—and one artist—at a time.
