Barça Vision has announced a strategic partnership with Qloo, a leading artificial intelligence company specializing in predicting global taste and consumer preferences. Qloo will become the official data provider for Barça Vision, the Club’s area focused on transforming fan experiences through digital and technological innovation.

Using its proprietary Taste AI™ technology, Qloo will provide Barça Vision with detailed, continuously updated insights into fans’ cultural, entertainment, lifestyle, and behavioral preferences across key markets worldwide. This information will serve as a key asset in driving commercial strategies, targeted marketing campaigns, and immersive digital experiences tailored to the Club’s diverse audiences.

Through this partnership, Barça Vision strengthens its commitment to digital transformation and data-driven innovation as a lever for growing its global community and opening new business opportunities. These insights will also play a key role in further developing Barça Vision and consolidating the Club’s digital community, which already includes the largest Discord server in professional sports, with thousands of fans interacting in real time.

With this collaboration, FC Barcelona continues to establish itself as a global benchmark not only on the pitch but also in digital leadership and technological innovation applied to sports and entertainment.

 

Statement from Jordi Mompart, Director of Data and Innovation at FC Barcelona

“Barça Vision is one of FC Barcelona’s innovation areas that drives next-generation digital experiences through emerging technologies. Our commitment to staying at the forefront of technological advancement is key to expanding our global presence and deepening our connection with fans around the world. 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.”

Statement from Alex Elias, CEO of Qloo

“Success today depends on deeply understanding your audience and adapting quickly. We are proud to partner with Barça Vision and contribute our technology to enhance its reach, fan engagement, and value generation through data and cultural intelligence.”

Força Barça