Just saw Spotify is going to pay 70 million dollars a year to have their name on the F.C. Barcelona t-shirt. How can this be profitable? Surely not that many people start using Spotify just because they saw it on their teams shirt right?
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One reason (as pointed out throughout this thread) is to raise awareness of your brand.
The other, more minor reason, is to try to get loyalty out of their fans. There are some Barcelona fans who will support Spotify as a way to support Barcelona.
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