Sports organizations reach out to wider fan bases through K-pop

When Spanish soccer giant FC Barcelona shared a video of forward Marcus Rashford heading to South Korea for a summer tour on its official Instagram account in July, to the surprise of many, K-pop girl group Itzy was the accompanying soundtrack. "Our new summer tour playlist by Itzy is now available," the caption on the post read, introducing soccer fans to the K-pop act's music. The post came as part of a campaign by global audio streaming service platform Spotify launched in collaboration with