New prize for MOTOMAMI campaign
The work that FC Barcelona has been doing in association with Spotify to promote music and sport has also had an impact on business and marketing schools, who have been hugely impressed by the impact of a campaign that has brought together two very different, but also in many ways similar, sectors to make such a viral connection with global audiences.
After winning a Bronze Lion at the recent Cannes Lions Festival, the biggest advertising event in the world, the ESIC Business & Marketing School has named Barça and Spotify as the winners of the Aster Marketing Award 2023 for the March 2023 action that saw the logo of Rosalia's MOTOMAMI album emblazoned across the men's and women's football shirts.
The jury commended “the quality and innovation of the campaign and the generosity of both brands in making all of their assets available." They also stressed how the campaign “promoted the Barça name around the world and fostered fan loyalty." There was a similar action later the same year, this time featuring the Rolling Stones.
The prize was presented on Thursday 8 February at the Convent dels Àngels, Barcelona and was received by Paloma Mikadze, director of Barça Identity, and Sergi Ricart, director of the FC Barcelona Commercial Area.
The Aster ESIC Catalunya awards have been presented since 1982 in recognition of the achievements of people and companies in their professional activities, thus promoting integration between academic training and corporate life, while driving socially responsible values and actions.