CUPRA launches a new campaign focused on the talents of a new generation to celebrate FC Barcelona’s 125th anniversary

The new campaign is born from the shared commitment to future talent and featuring young players from Barça’s men’s and women’s teams
CUPRA is the Official Automotive and Mobility Partner and the Official Car of FC Barcelona, with an agreement that extends to all the club’s professional teams
CUPRA and FC Barcelona will be strengthening their partnership throughout 2025, continuing a shared mission to inspire the world from Barcelona

CUPRA celebrates FC Barcelona’s 125^th anniversary with a spot that focuses on the talents of a new generation, featuring a group of exceptional young players who have become global icons.

As the Official Automotive and Mobility Partner and the Official Car of FC Barcelona, CUPRA and the club share a commitment to future generations, both on the football pitch and on the road. A brand that represents the future of driving and a football team that is putting its youngest players in the spotlight.

“Both CUPRA and FC Barcelona are united by an ambition to inspire a new generation who want to challenge the status quo. To celebrate this milestone, instead of looking back to the past, we want to look forward: because it’s not about what you have achieved, it’s about where you want to go next,” said Ignasi Prieto Chief Brand Officer at CUPRA.

Next generation in the spotlight

The new spot celebrates the 125-year history of the club by asking the question: what’s more important, experience or talent? The story highlights the fact that the club’s youngest players have the responsibility of carrying the team forward, despite having almost no experience in first-team professional football. Each of the players is called to face a job interview to apply for their current position, in this way demonstrating that experience is not as important as determination, desire and talent, and that the new generation is always the answer.

The campaign features brand ambassadors Alexia Putellas and Ansu Fati together with generational talents from both the men’s and women’s team: Gavi, Ona Batlle, Jana Fernández, Fermín López, Alejandro Balde, Pedri, Marc Casadó, Claudia Pina and Vicky López; players who are destined to write a new chapter in the history of FC Barcelona.

More than a partnership

In 2024, CUPRA and FC Barcelona renewed their global alliance until 2029. With this agreement, CUPRA became the Official Automotive and Mobility Partner and the Official Car of FC Barcelona and extended the brand’s sponsorship to all the club's professional sports, reinforcing its global presence.