FC Barcelona is pushing deeper into the world of digital transformation, and it’s doing so with the help of artificial intelligence. Today, Barça Vision—the Club’s digital innovation arm—announced a strategic partnership with Qloo, an AI company specializing in cultural and consumer preference prediction.
The goal? To use Qloo’s Taste AI™ technology to decode what fans care about—entertainment, lifestyle, behavior, and cultural touchpoints—and translate that intelligence into next-generation fan experiences.
“Success today depends on deeply understanding your audience and adapting quickly,” said Qloo CEO Alex Elias. “We’re proud to help Barça Vision enhance engagement and value generation through cultural intelligence.”
Taste AI Meets Barça DNA
Through this partnership, Qloo becomes the official data provider for Barça Vision, supplying continuously updated insights about fan preferences across global markets. These insights won’t just sit in dashboards—they’ll actively inform:
- Commercial strategy
- Targeted marketing campaigns
- Localized, immersive digital experiences
That’s critical as Barça seeks to scale its global footprint and maintain relevance in a hyper-personalized digital world. With over 400 million fans worldwide, tailoring experiences to local tastes is no small feat—but Qloo’s AI could give the club a meaningful edge.
“Partnering with Qloo allows us to harness advanced artificial intelligence capabilities that will not only strengthen our presence in strategic growth markets but also elevate the digital fan experience on platforms like Discord,” said Jordi Mompart, Director of Data and Innovation at FC Barcelona.
Data as a Growth Lever, Not Just a Dashboard
For Barça Vision, the deal is about more than tech optics. It’s a calculated step toward building a data-fueled business model that extends the Club’s global community—and monetizes it effectively.
The partnership is expected to play a pivotal role in driving new revenue opportunities, enabling the club to make smarter content, commerce, and fan engagement decisions. That’s especially important in key expansion markets like North America, Asia, and Latin America, where understanding local culture is crucial to competing with global entertainment brands.
Digital Fan Engagement at Scale
FC Barcelona has already demonstrated its ambition in the digital fan space—boasting the largest Discord server in professional sports, where thousands of fans engage in real time. Qloo’s data will likely be used to tailor real-time interactions, digital merch drops, content programming, and interactive experiences, making the Discord server more than just a chatroom—it becomes an intelligent fan hub.
And that kind of integration hints at where elite sports franchises are headed: toward data-driven personalization at global scale, where AI determines not just what fans see, but how they connect with the brand emotionally, culturally, and commercially.
The Bigger Picture: Football’s AI Moment
FC Barcelona’s move mirrors a broader trend in elite sports: AI is no longer just for performance analytics—it’s becoming central to business transformation. From Manchester City’s work with Cisco and Oracle to Real Madrid’s Amazon-powered fan experience, top clubs are using AI and data to turn fandom into a more immersive, personalized, and profitable enterprise.
In choosing Qloo—a company trusted by entertainment heavyweights and streaming platforms—Barça is signaling it wants more than surface-level analytics. It wants to build an ecosystem where cultural fluency meets brand growth.
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