Barça has linked Rosalía and her Motomami era with the Clásico, a move tied to a broader sponsorship strategy that brings a pop culture edge to the club’s visual identity. During the 2022-2023 season Spotify remains the main sponsor, with the company’s logo, brand, and name appearing on the team’s jerseys and on Camp Nou’s advertising media. The stadium itself is officially branded with Spotify, marking a historic naming decision that blends sport and music in a single, recognizable space.
In one of football’s most watched events, the sponsor logo on Barça’s shirt changes for the Clásico. After using Drake’s branding in the first Clásico at the Santiago Bernabéu, the club prepared to feature Rosalía’s Motomami during the second round, aligning with a sponsorship agreement with Spotify that allows for this high-profile alteration in a major match.
Explaining the Rosalía Motomami choice for the Clásico against Real Madrid in La Liga 2022-2023
For the Clásico held at Camp Nou, the Motomami logo is displayed on Barça’s kit. Rosalía, a Catalan artist and a devoted Barça supporter, released Motomami in March 2022. Her connection to the region and her global popularity help explain why the club embraced this branding decision, which also resonates with Spotify’s large-scale streaming success.
Barça has described the decision as a milestone in a broader collaboration with Spotify. The club noted that Motomami marks the first anniversary of the album’s release, a project that has earned widespread critical acclaim and multiple awards. The album includes songs like Despechá, La Fama, Saoko, and Bizcochito which have become anthems for many fans and have generated hundreds of millions of streams on Spotify.
Spotify data from 2022 highlights Rosalía as the most streamed artist born in Spanish-speaking territories, with her tracks seeing substantial growth on the platform that year. The artist also led Spotify’s listening charts in the city of Barcelona, reinforcing her strong regional influence in addition to her international reach.
Rosalía Vila Tobella, known simply as Rosalía, has built a career as a singer, songwriter, producer, and actress. Born in 1992 in Barcelona, she grew up in the town of San Esteban Sasroviras, where a family business in carpentry shaped her early environment. Her passion for music emerged early, particularly in flamenco, and she pursued formal studies at the Superior School of Catalonia, where she connected with many rising artists. While studying, she opened for performances by established names and began gaining traction through collaborations, notably a collaboration with C. Tangana that preceded her solo debut in 2017 with Los Ángeles. The project showcased a deeply personal approach to flamenco and experimentation with other genres, setting the stage for her later breakthrough works.
Her subsequent work carried broader experimentation, notably in the acclaimed album El Mal Querer, which fused diverse musical influences around a narrative of a tormented romance. The singles from that album, including Malamente, helped establish Rosalía as a leading figure in the global music scene. She later released a string of collaborations with international artists and, in 2022, Motomami emerged as a defining release that solidified her status as a major contemporary Spanish artist on the world stage. The Motomami branding now extends into Barça’s Clásico presence, symbolizing the union of music and sport in a high-profile moment for both the club and the artist.
Overall, the decision to wear Rosalía’s Motomami branding during the Clásico reflects a strategic blend of cultural influence, musical prestige, and sponsorship integration. It signals a pattern where football clubs leverage popular culture figures to amplify reach and engagement while keeping the focus on performance and identity during one of football’s most watched fixtures.
Note: the information reflects commentary and reporting from football media outlets and industry analyses as of the Clásico year discussed.