Polish ad intelligence company Adspective has entered a strategic partnership with Barça Innovation Hub (BIHUB), FC Barcelona’s platform for innovation in sport, technology, and media. The collaboration makes Adspective the first Polish company to work with the club on developing new approaches to advertising in sports content.
As part of the deal, BIHUB has also become a shareholder in Adspective, expanding its portfolio of start-up investments and reinforcing its commitment to shaping the future of sports, media, and fan engagement.
Adspective specializes in Virtual Product Placement (VPP), analyzing every frame of video to identify emotional hotspots and brand-fit moments. Its AI-powered platform aims to integrate brands seamlessly into the story. The company will begin piloting the technology with unbranded content produced by FC Barcelona for social media and other channels, an initiative designed to reach the club’s global fanbase of more than 400 million people.
The partnership also paves the way for a scalable business model for leagues, teams, and broadcasters worldwide.
Àngel Riudalbas, Director responsible for BIHUB, shared:
“FC Barcelona sees the BIHUB as a strategic tool to explore the new frontiers of the entertainment and sports business. By acquiring a stake in Adspective, the Club secures first-hand knowledge of where the advertising sector is heading and positions FC Barcelona at the forefront of innovation in an industry that plays a key role in the world of sports.”
With a presence across North America, LATAM, MENA, and Africa, Adspective is positioning itself to the $300B global digital advertising market.
“We’re not selling fixes. We’re selling outcomes. Product placement drives up to 85% brand recall — far higher than traditional ads. And with Gen Z 71% more open to ads that feel like content, the opportunity is clear,” said Rafał Radawiec, CEO and Founder of Adspective. “Barcelona’s BIHUB is the perfect partner to shape a scalable model that keeps fans happy without interrupting the content, and we’re delighted to have them as a partner in our business.”
