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Olivia Rodrigo designs exclusive Barcelona kit as El Clasico becomes global marketing platform
Updated: 7 May 2026 05:39 CDT |
6 min read
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Olivia Rodrigo has announced a new partnership with Barcelona that will see her logo act as the main shirt sponsor of the Blaugrana during the upcoming Clasico fixture versus Real Madrid.
Barcelona's main shirt sponsor is Spotify but through that they have had a number of music artists act as secondary sponsors, such as Rosalía, The Rolling Stones, Karol G, Coldplay, Travis Scott, Ed Sheeran and now Rodrigo.
"Seeing OR [Olivia Rodrigo] on a FC Barcelona jersey for El Clásico, I don't even know how to process that," Rodrigo said.
"It's been so fun seeing the jersey come to life and creating a full collection with Spotify and Barça. On top of that, getting to perform for the fans who've been listening since day one, in a city like Barcelona, is going to be so special.
"That's everything to me. I cannot wait to see them."
The Grammy award winner recently released her new single "Drop Dead" and is set to release her third studio album later in 2026.
She will be performing in Barcelona next year as part of her 'Unraveled' world tour but is also set for a more intimate gig in the city on 8 May which is invite-only
“I’m an American girl, but I went to my first European football game a few years ago, and it was just the most electric, wonderful environment," she continued.
"The fans were so incredible, and I loved all the chants they did. It was actually really inspiring musically.”
The FC Barcelona women's team will debut the Rodrigo-themed jersey during their Liga F fixture against Levante on May 6, followed by the men's team wearing it for their Clasico match against Real Madrid on May 10.
Barca released photos of some of the team's top stars donning some of the new Rodrigo-Barca gear, including Lamine Yamal, Robert Lewandowski and Marcus Rashford.
The home kit shirt will cost €399 to buy with a signed top setting fans back almost €3,000.
How much is Spotify paying Barcelona?
In total, Spotify have so far agreed to pay Barcelona €435m. But, it should be noted that there are different phases to the 12 years of the deal. The only part that has been agreed for the full 12 years is the stadium naming rights, with €5m to be paid in each of the first four years and then €20m in each of the next eight years, once the redevelopment work on the venue has been completed.
With the shirt sponsorship, so far the two parties have only committed to a deal worth €57.5m and €2.5m in add-ons for each of the first four seasons, plus €5m in training kit sponsorship for the next three years.
The fact that there are various phases to this collaboration makes it complicated to state a simple per-season figure, since we don’t know how much the shirt sponsorship will be worth from 2026 onwards.
Looking at just the next four years – when, remember, the stadium naming rights fee is considerably smaller than it will be after 2026 – Barcelona will earn at least €265m in total plus some performance-related add-ons. That works out at €66.5m per season, more than the €55m per year that Rakuten agreed to pay previously.
