- Uber and Ogilvy Spain tapped Gavi to front a campaign celebrating FC Barcelona's second straight LaLiga title under Hansi Flick.
- The campaign launched with Gavi asking fans on social media what "being a culer" means to them.
- Fan responses became a giant hand-painted mural in Barcelona, plus a Gavi-fronted film and 29 signed jerseys hidden in Uber cars.
- Announced June 12, 2026, as part of Uber's role as Barça's Official Mobility Partner.
Uber has teamed up with FC Barcelona midfielder Gavi for a new campaign celebrating the club’s back-to-back LaLiga title under Hansi Flick.
Created with Ogilvy Spain, the “FCB x Uber 2026 End of Season Celebration Campaign” sees Uber, Barça’s Official Mobility Partner, join the celebrations as a fellow culer rather than an outside sponsor.
It started on social media, where Gavi asked fans a simple question: “What does being a culer mean to you?” Thousands answered with words like passion, pride, family and sacrifice, which became the campaign’s creative core.
Those words now cover a giant hand-painted mural on Barcelona’s Ronda Universitat, spelling “Culer” out of Uber’s logo. A film starring Gavi documents the mural’s creation, while 29 signed champions jerseys were hidden inside Uber cars across the city.
For Gavi, also a face of Adidas, Pepsi, EA Sports and Hublot. this marks his first campaign fronting Uber. It follows a busy year of football sponsorships, including Lionel Messi’s new AI-driven campaign with ChatGPT and Lamine Yamal’s American Eagle partnership targeting young World Cup fans.
Takeaways
This is less “celebrity ad” and more “love letter from the brand to the fanbase”, Uber basically handed the mic to culers and let them write the campaign. That’s a notable shift for a mobility brand that usually competes on price and wait times, not emotion.
Pairing it with Gavi, a La Masia product whose own career has been a rollercoaster of injury and comeback, adds a layer of “one of us” authenticity that’s hard to fake.
And with Messi and Yamal also dominating brand headlines this year, Spanish football is clearly having a moment as the world’s hottest endorsement playground.
Does a fan-generated campaign feel more genuine, or is it just a smarter way to sell the same ad? Could “hidden jersey” treasure hunts become the new go-to stunt for sports brand activations?
