Barcelona's Drake owl shirt
Campaign · 2022
Barça’s owl-shirt giveaway drew 72,000 registrations in its first day, the club said.
FC Barcelona
@FCBarcelona · Oct 14, 2022
🦉 @Drake 💙❤ First artist to hit 50 billion @Spotify streams. First artist to share the @FCBarcelona shirt. h
Spread Score
How it worksNumbers
- Barça “Barça, I like your style” YouTube reveal Short, single-post lower bound
- 872.2K
- As of Oct 25, 2026 · YouTube · Self-reported · FC Barcelona / YouTube
- Milestone date
- Week of Oct 16, 2022
- Oct 14 ’22 to Week of Oct 16, 2022
- Platforms
- 6
- Started on Instagram
- Leverage
- 0.0×
- 872.2K on 120M followers at seed
How it spread
Trace the originDrake revealed the owl shirt before the October 2022 Clásico. Press coverage and curse jokes followed. Barça offered a prize draw instead of a retail release, then expanded the artist-shirt format with Rosalía and the Rolling Stones.
Documented milestone; not a measured attention peak. Some dates are known only to the week, month or year.
Timeline (16)
March 2022
Spotify / FC Barcelona precursor · Mar 15 ’22
Spotify announced a Barça partnership that would use the shirt to promote recording artists.[1]
July 2022
Spotify / FC Barcelona precursor · Jul 1 ’22
The Spotify partnership began, covering shirts and the stadium name.[2]
October 2022
Join free to see why it worked and the other 13 events. Free, on every case.
Do this
- 1Connect a sponsor asset to an artist’s audience with a visible creative change.
Every number (10)
- Drake Instagram followers at reveal, reported lower bound“over 120 million followers”120M[2]
Press (8 outlets)
- Oct 14, 2022same day
Associated Press via Sportsnet · Barcelona to sport Drake's OVO logo on jersey for El Clasico at Madrid - Sportsnet.ca
You’ve seen 1 of 4 steps, 1 of 10 numbers and 1 of 8 outlets. Pro opens the rest, with all 21 sources.
