Culture
Barcelona x Travis Scott: Why Football Needs More Collaborations For The Culture
Barcelona went full SICKO MODE in Sunday’s El Clásico match as the league leaders overcame bitter rivals Real Madrid 4–3, widening their gap at the top to seven points in the process. Yet the Blaugrana’s star-studded performance wasn’t the only thing that gave fans goosebumps.
Despite the array of talent on the pitch, all focus was on Travis Scott the night before. The Texan rapper’s collaboration with the Catalan club and Spotify marked one of the most significant crossovers between football, fashion and music the game has ever seen.
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La Flame became the latest artist to collaborate with the club, creating a one-of-one jersey featuring his iconic Cactus Jack logo as the front-of-shirt sponsor. Alongside the kit, a limited-edition lifestyle capsule was also released, featuring the club’s emblem and the rapper’s signature clothing aesthetic. The collection sold out instantly and is now being resold online by fans for prices way beyond retail value, showcasing its demand.
The matchday moment was part of a bigger and broader campaign led by Spotify leading up to the game. An exclusive private concert at an undisclosed location hosted Travis Scott’s first-ever Barcelona performance, with tickets available on an invite-only basis through Spotify, allowing some of the artists top listeners in the world to attend the event.
Renowned for being one of the best performers in music, the rapper delivered on that tag. Surrounded by notable figures like Barça star Jules Koundé and the duo of Thierry Henry and Terry Crews, fans got a true flavour of just how significant the relationship between football and music has become. An event that blurred the lines between conventional boundaries added extra spice to what was already touted as one of the most significant derbies in recent history.
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Not only is the collection dope, but the collaboration also reiterated how these different subcultures often overlap. Spotify’s recognition of the trend shows how far ahead of the curve they are when it comes to celebrating the game. The intimacy of the concert, coupled with the exclusivity of the drop for the most iconic match in club football, marks a monumental shift in the very fabric of the game.
But the game deserves more.
While Travis Scott’s El Clásico moment is a prime example of the value in recognising the significance of cultural consciousness in football, it also underlies the demand for more collaborations that blend the intersection of football, fashion, music and culture.
Since the emergence of terrace fashion in the British football scene during the late 1970s and early 1980s, the role of a football kit has been redefined. No longer just a symbol of loyalty to a club, it has become a canvas for creative innovation—a cultural phenomenon that blurs the lines between football and lifestyle.
Most recently, Arsenal held the first London Fashion Week show on the pitch, as LABRUM London (and Declan Rice) walked on the touchline of the Emirates. The authentic relationship between the club and the brand, both equally committed to celebrating the rich history of African heritage, epitomises the value of genuine partnerships, and the response from fans underlines the demand for such collaborations.
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As football becomes increasingly globalised and commercial, the value of authentic partnerships which celebrate the respective clubs’ rich and unique history will only continue to soar. Manchester United’s homage to 90s nostalgia through their joint collection with The Stone Roses epitomises the importance of recognising the cultural essence when creating these partnerships, with the link between the club’s history and culture a key determinant for success.
But while the crossover between football and fashion is far from a new phenomenon, the recognition of music as a medium to enhance the sport has only recently been explored.
One of the earliest examples of the crossover in the English game was back in 2016, as Manchester United, adidas and Stormzy came together to announce the arrival of Paul Pogba. Breaking the internet with one of the most iconic announcement videos ever, it represented one of the first, and perhaps most significant, fusions of football and music.
Football has always been and will always be a tribal culture, but the authentic intertwinement of fashion and music into the game will only serve to enhance the experience of both existing and new fans. The opportunity to curate genuine cultural moments, such as Travis Scott’s collaboration with Barcelona, will only elevate the engagement and excitement around the sport.
The inaugural Como Cup came to a fitting conclusion on Sunday evening as the hosts lifted the trophy, courtesy of a convincing 3-0 over Ajax, with an impressive drone show during the trophy presentation, the cherry on top of an event that has set the bar.
The pre-season tournament was part of Football On The Lake, a five-day festival that intertwined football, culture, and music in the iconic setting of Lake Como.
Invitees included Celtic, Ajax, and Al-Hilal, bringing some of the biggest names in football to the most iconic setting in the game — with Riyad Mahrez, Ivan Toney, Franck Kessie, Sergi Roberto, Nico Paz, Rayane Bounida, and Kenneth Taylor all competing for the ultimate prize.
While the hosts will be emboldened by their triumph, the festival represents a wider shift in the relationship between football, culture, and music. The first of its kind, Como 1907 have become a trailblazer, recognising the value of intersecting different mediums through the lens of football.
However, the performances on the pitch weren’t the only highlight of the week, as iconic artists such as Becky Hill, Sick Luke, and DJ Patrick Nazemi were on hand to keep supporters entertained in between matches.
High-profile guests, including Giggs, Avelino, and ASAP Nast, not only raised the profile of the event, but they also reminded us of the power of intertwining various cultures, with the crossover for the summer proving that football belongs to all.
Como’s grip on the culture was further evident, with Creative Director Rhuigi Villaseñor, founder of American fashion house Rhude, a prominent figure throughout the week. Not only was he present for the trophy presentation, but a pop-up shop in Como offered attendees the chance to get their hands on one of the flyest football x fashion collaborations in the game. Since joining the club, Rhuigi has been making waves in the kit game, fusing the iconic scenery and culture of the city with Rhude’s signature style.
More than just a five-day festival offering attendees a taste of all the city has to offer, football, fashion, music, and culture, the inaugural Football On The Lake epitomises the modern game. Rather than shy away from the modern cultural zeitgeist, Como embraced these influences on the game and have set the standard when it comes to football culture.
Undoubtedly aided by their position in one of the most beautiful parts of the world, the off-pitch recognition of where the game is headed sets them apart from their nearest competitors, and their success on the pitch reinforces the club’s overall commitment to excellence in all aspects.
In today’s digital-first era, footballers have become more than just athletes. While social media in sports is not new, the last few years have marked a turning point. Players are increasingly bypassing traditional media to control their narratives, offering fans unfiltered access to their lives both on and off the pitch. More than a quest for visibility, this shift is redefining the media landscape, with authenticity at the forefront of the new wave. From YouTube documentaries, to curated Instagram dumps, and spontaneous Snapchat stories, a new era of football storytelling has arrived.
Many of us remember when Ryan Babel became the first footballer to get fined for a tweet back in 2011. Babel was charged with improper conduct by the FA for posting an edited picture of referee Howard Webb wearing a Manchester United shirt, captioning it “And they call him one of the best referees? That’s a joke. SMH” An unprecedented event, the then Liverpool forward was fined £10,000 for the tweet. Most footballers’ online presence in the past was often light-hearted and innocuous, with Wayne Rooney’s iconic tweet that same year, “Hi rio do u want picking up in the morning pal” repeatedly resurfacing.
Hi rio do u want picking up in the morning pal
— Wayne Rooney (@WayneRooney) April 23, 2011
Social media has been a consistent presence in the game, but 2024 marked a monumental shift in the relationship between footballers and online platforms. As the demand for traditional legacy media declined, a vacuum for unfiltered interaction emerged.
More players are taking control of their narratives through independent digital platforms. Both Cristiano Ronaldo and Jude Bellingham have pivoted to YouTube, creating their own channels to communicate with their audiences. Since starting the channel in July last year, Ronaldo has accumulated 75 million subscribers and a total of 846 million views, reiterating the demand for more access to the legendary player.
Compared to Ronaldo’s more light-hearted content, Bellingham’s channel is more curated. In September, the English midfielder released his self-made documentary ‘Out Of The Floodlights’ exclusively to his YouTube channel. Accumulating a total of 15 million views on both his documentary and additional exclusive content, it’s clear how much fans crave a glimpse into an athlete’s life. Significantly, Jude’s documentary was produced entirely by Bellingham Media Ltd, a company run by Bellingham’s parents and brother Jobe, giving him total control of the message. With a Netflix-level production, it’s interesting that the documentary was limited to YouTube, signalling a determination to control the presentation of a player who has soared to the top of the game since his emergence at Birmingham City.
Despite the respective successes of both Ronaldo and Bellingham on YouTube, there remains one app that dominates the footballing world.
Since launching in 2011, Snapchat has soared to the top, becoming a staple of modern digital media. And in 2024, we saw ballers truly embrace the app. The innately transient nature of the app, combined with its interactive features, has made it a player favourite to offer fans a glimpse into their lives. The allure of Snapchat is its raw nature, thriving on spontaneity, giving players the opportunity to connect with their audiences authentically without overthinking their posts. It has become a bridge between fans and footballers.
@footballerfits Alex Iwobi and Calvin Bassey even got Willian hitting the milly rock 😂 #football #fashion #viral #drip #fulham #alexiwobi #willian #premierleague #calvinbassey #nottinghamforest #dressingroom #funny ♬ original sound – Footballer Fits
The rise of the platform in the modern game is epitomised by the aptly named Snapchat derby, as Fulham and Nottingham Forest faced each other in the Premier League earlier this year. Ola Aina and Alex Iwobi are two prominent figures on the app, boasting 259,000 and 572,000 followers, respectively. As a result of their online presence, the game was given even greater significance on social media, with more than just the three points on the line for both teams. As Fulham emerged triumphant, in a 2-1 victory, the celebrations shared by Iwobi acknowledged the added significance of the win, with Issa Diop recorded chanting, “Team Snapchat!”
The acknowledgement of the online rivalry by both sets of players reiterates the rise of Snapchat, as they share genuine behind-the-scenes moments with fans, creating a connection that is difficult to emulate on traditional media outlets.
Beyond the two Nigerian internationals, there are numerous players who have welcomed the interactive features available. Erling Haaland’s stories epitomise the spontaneity of the app, as he varies between sharing his daily routines, his opinions on different matches and players, engaging in Q&A with fans, or even showing his gifting of a signed jersey to a fan from his hotel.
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As fans increasingly crave access to their favourite players, Snapchat has become the go-to medium through which players can engage with their audiences in real time. Offering an insight into changing-room antics, matchday routines, travel, and everyday activities.
However, it would be amiss to celebrate the current wave of players without paying homage to the OG’s of the Snapchat hype. Jesse Lingard is undoubtedly one of the biggest stars on the app flexing 1.4 million followers. Throughout his career, the forward has made an effort to share his personality with fans, and in an era where off-pitch access was rare, he was one of the first to give fans access. During his time at Manchester United, he was renowned for sharing interactions with teammates Marcus Rashford and Paul Pogba. Whether it was dancing in the changing room or sharing his matching fits with Rashford, he was an open book.
@footballerfits Admin misses the Marcus Rashford and Jesse Lingard bromance 🥺❤️ #football #fashion #viral #drip #manchesterunited #premierleague #lingard #rashford #bromance #funny ♬ original sound – Footballer Fits
Unfortunately, his playing spell at Manchester United coincided with a turbulent period for the club, and he was often villainised in the media for simply being himself online. Whether he was ridiculed for his dancing videos or chastised for his exuberant personality, he became a target as his expressionism was weaponised against him.
Thankfully, the current football scene has embraced the new generation of players who don’t shy away from sharing their day-to-day activities, and we must normalise players expressing themselves online. With footballers increasingly becoming dehumanised by overinflated playing schedules and regimented media appearances, the access they offer through personal, unfiltered communication, regardless of the platform, is cause for celebration.
From fit-checks, dressing room celebrations, and pranks to regular lifestyle insights, the value of footballers communicating with their audiences has increased massively in an era of media dominated by clickbait and engagement. The sheer authenticity provided by ballers through apps like Snapchat is part of a much bigger movement within the game towards athlete self-expression.
Whether it’s Snapchat stories, YouTube documentaries, walking at Fashion Week, or becoming the face of major fashion houses, the game is changing.