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La Liga Football Sports Marketing

Deezer continues big football sponsorship push with Barcelona partnership


By Tony Connelly, Sports Marketing Reporter

December 15, 2016 | 3 min read

Deezer is continuing to use football as a marketing platform from which to stand apart from its rivals having now partnered with FC Barcelona.

Deezer announce their second major sponsorship deal in two days

Deezer announce their second major sponsorship deal in two days

The music streaming service announced that it had agreed terms with FC Barcelona to become the club’s official music partner.

As part of the deal, Deezer has created an official channel for Barcelona on the platform and will offer fans playlists created by the club and some of its star players.

In addition, Deezer will also provide over 100 songs featuring tracks that players use pre-match as well as Catalan songs. The official playlists will be played over the PA system both before and during games at the Camp Nou, and Deezer’s branding will also appear on the LED screens in the stadium.

Confirmation of the deal comes just two days after Deezer announced a similar deal with Manchester United and builds on the French company’s efforts to differentiate itself from the likes of Apple and Spotify.

Deezer’s chief commercial officer Golan Shaked said the partnerships are attempting to tap into the natural affinity which exists between football fans and Deezer.

When discussing the strategy with The Drum, he said: “We believe music is part of the daily life. It’s the soundtrack that goes with you and football fans, just like anyone else, will enjoy music as part of their daily life experience.”

This approach is intended to increase its direct to consumer proposition in order to gain a more accurate reflection and resonance with consumers.

Deezer subscribers will be able to enter competitions to win FC Barcelona themed prizes, while Barça fans and members will get the chance to win a Premium account for the site, which offers access to an unlimited music from the world’s most diverse music catalogue.

La Liga Football Sports Marketing

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