Travis Scott stars on Barça’s jersey against Real Madrid

The most watched jersey on the planet now has a new star. And it’s not just any name. Travis Scott, architect of dystopian worlds and one of the most influential icons in music today, will be the next superstar to grace the chest of FC Barcelona during the Clásico on May 11 against Real Madrid.

Confirmed by the newspaper Ara, the move is part of the agreement between the Catalan club and Spotify, which has transformed one of football’s most classic symbols into a global pop culture runway. After figures like Drake, Rosalía, The Rolling Stones, Karol G, and Coldplay, it’s now the turn of the founder of Cactus Jack: Travis will be the sixth artist to sign the Barça jersey in a Clásico.

The Houston rapper—with more than 68 million monthly listeners and owner of the most-streamed rap album of 2023 (‘Utopia’)—embodies a sonic and visual imagery that aligns perfectly with the narrative of these “limited-edition drops” with which Barça has been reinventing itself since Spotify emerged as its main sponsor.

The choice was no coincidence. Although names like Taylor Swift and Ed Sheeran had been strongly mentioned, the choice of Travis represents a commitment to a different sensibility: less Eurocentric, more aesthetic, more aligned with the world where sport merges with fashion, music, and digital art.

According to reports, the campaign has already been produced, with Travis himself posing alongside Barça players in a shoot that took place three weeks ago. As in previous editions, the shirts are expected to be released in limited and premium formats, with higher than usual prices and restricted distribution.

El Clásico will be played on Saturday, May 11 at 4:15 p.m. in Montjuïc, and it represents more than just a duel between the two giants of Spanish football. It’s also an unprecedented platform for visibility for any artist. Millions of eyes, screens, and timelines are attentive to every detail: from the kit design to the scoreboard.

With Travis Scott, Barça is not only seeking to connect with a new generation of global fans, but also to continue positioning itself as a club that understands football as more than just a sport: as a living culture, constantly remixed.

Could it also be a new amulet? So far, Barça has only won two Clásicos with the musical logo on its chest—although the most recent was a resounding 4-0 victory at the Bernabéu. We’ll see if Travis also brings winning astrowaves.

La Bichota has also taken over the team’s home kit.