FC Barcelona’s Barça Vision has partnered with Qloo, a leading AI company specializing in consumer preferences, to enhance fan engagement and unlock new revenue streams. Announced on July 22, 2025, this collaboration leverages Qloo’s Taste AI™ to deliver personalized digital experiences for the club’s global fanbase.
Barça Vision, FC Barcelona’s initiative for next-generation digital experiences, has selected Qloo as its official data provider to deepen fan understanding and drive global growth. Qloo’s proprietary Taste AI™ technology delivers continuously updated insights into fans’ cultural, entertainment, lifestyle, and behavioral preferences across key markets. This data empowers Barça Vision to craft targeted marketing campaigns and immersive digital experiences tailored to diverse audiences, reinforcing FC Barcelona’s leadership in digital innovation.
The partnership strengthens Barça Vision’s digital community, which includes the largest Discord server in professional sports, with thousands of fans interacting in real-time. By leveraging Qloo’s AI-driven insights, Barça Vision can launch hyper-personalized initiatives to boost engagement and foster stronger connections with its global fanbase. Jordi Mompart, Director of Data and Innovation at FC Barcelona, states, “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.”
Qloo’s technology, backed by a database of over 10 trillion unique signals without personally identifiable information, enables Barça Vision to drive commercial strategies and unlock new business opportunities. The collaboration aligns with FC Barcelona’s commitment to data-driven innovation, positioning the club as a global benchmark in sports and entertainment technology.
This strategic alliance with Qloo empowers Barça Vision to transform fan experiences, expand its global reach, and solidify its digital leadership, ensuring FC Barcelona remains at the forefront of technological advancement in the sports industry.
Qloo is the leading AI company demystifying the intricacies of global consumer tastes and preferences. The company operates one of the world's most robust catalogs of notable people, places, things, and interests, coupled with a consumer behavior and sentiment database containing more than 10 trillion unique signals and zero Personally Identifiable Information (PII). By leveraging cutting-edge AI models, Qloo unlocks the value of these databases to understand and predict audiences' interests and affinities with unrivaled accuracy. Since 2012, Qloo's award-winning Taste AI technology has helped multinational companies — including Netflix, Starbucks, JCDecaux, and Michelin — drive growth by powering personalized customer experiences and large language models, superior recommendations, data-driven marketing strategies, and advanced audience intelligence. Qloo is the parent company of TasteDive, a cultural recommendation engine and social community that allows users to discover what to watch, read, listen to, and play based on their existing unique preferences.
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