What Spotify’s Barcelona takeover tells us about budget allocation

When Spotify renewed its deal with FC Barcelona, it didn’t just sign up for another logo placement. It doubled down on owning almost every major asset the club has to offer, the men's and women's front of shirt, the training kit and the stadium naming rights. In sponsorship terms, this partnership is a complete takeover.

That raises an interesting question for marketers: is it better to spread your investment across multiple teams, leagues or events, or pour all your resources into one perfectly aligned partner?