{"id":44780,"date":"2026-06-15T15:07:56","date_gmt":"2026-06-15T15:07:56","guid":{"rendered":"https:\/\/bookingagentinfo.com\/news\/?p=44780"},"modified":"2026-06-15T15:09:39","modified_gmt":"2026-06-15T15:09:39","slug":"gavi-fronts-uber-what-does-it-mean-to-be-culer-campaign","status":"publish","type":"post","link":"https:\/\/bookingagentinfo.com\/news\/gavi-fronts-uber-what-does-it-mean-to-be-culer-campaign\/","title":{"rendered":"Gavi Fronts Uber &#8220;What Does It Mean to Be Culer?&#8221; Campaign"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Uber has teamed up with FC Barcelona midfielder Gavi for a new campaign celebrating the club&#8217;s back-to-back LaLiga title under Hansi Flick. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Created with Ogilvy Spain, the &#8220;FCB x Uber 2026 End of Season Celebration Campaign&#8221; sees Uber, Bar\u00e7a&#8217;s Official Mobility Partner, join the celebrations as a fellow culer rather than an outside sponsor.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"\u00bfQu\u00e9 significa ser culer? Uber y Gavi tienen la respuesta.\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/Jj0rf_xYFrk?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">It started on social media, where Gavi asked fans a simple question: &#8220;What does being a culer mean to you?&#8221; Thousands answered with words like passion, pride, family and sacrifice, which became the campaign&#8217;s creative core. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Those words now cover a giant hand-painted mural on Barcelona&#8217;s Ronda Universitat, spelling &#8220;Culer&#8221; out of Uber&#8217;s logo. A film starring Gavi documents the mural&#8217;s creation, while 29 signed champions jerseys were hidden inside Uber cars across the city.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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 <a href=\"https:\/\/bookingagentinfo.com\/celebrity\/lionel-messi\/endorsements\/\" target=\"_blank\" rel=\"noreferrer noopener\">Lionel Messi&#8217;s<\/a> new <a href=\"https:\/\/bookingagentinfo.com\/news\/lionel-messi-partners-with-chatgpt-for-ai-driven-football-campaign\/\" target=\"_blank\" rel=\"noreferrer noopener\">AI-driven campaign with ChatGPT<\/a> and <a href=\"https:\/\/bookingagentinfo.com\/celebrity\/lamine-yamal\/endorsements\/\" target=\"_blank\" rel=\"noreferrer noopener\">Lamine Yamal&#8217;s<\/a> <a href=\"https:\/\/bookingagentinfo.com\/news\/lamine-yamal-fronts-american-eagle-campaign-targeting-new-generation-of-world-cup-fans\/\" target=\"_blank\" rel=\"noreferrer noopener\">American Eagle partnership targeting young World Cup fans<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Takeaways<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This is less &#8220;celebrity ad&#8221; and more &#8220;love letter from the brand to the fanbase&#8221;, Uber basically handed the mic to culers and let them write the campaign. That&#8217;s a notable shift for a mobility brand that usually competes on price and wait times, not emotion. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pairing it with Gavi, a La Masia product whose own career has been a rollercoaster of injury and comeback, adds a layer of &#8220;one of us&#8221; authenticity that&#8217;s hard to fake. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And with Messi and Yamal also dominating brand headlines this year, Spanish football is clearly having a moment as the world&#8217;s hottest endorsement playground.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Does a fan-generated campaign feel more genuine, or is it just a smarter way to sell the same ad? Could &#8220;hidden jersey&#8221; treasure hunts become the new go-to stunt for sports brand activations?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Uber has teamed up with FC Barcelona midfielder Gavi for a new campaign celebrating the club&#8217;s back-to-back LaLiga title under Hansi Flick. Created with Ogilvy Spain, the &#8220;FCB x Uber 2026 End of Season Celebration Campaign&#8221; sees Uber, Bar\u00e7a&#8217;s Official Mobility Partner, join the celebrations as a fellow culer rather than an outside sponsor. It [&hellip;]<\/p>\n","protected":false},"author":10,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12,14,11,26,15],"tags":[],"class_list":["post-44780","post","type-post","status-publish","format-standard","hentry","category-brand-ambassador","category-campaigns","category-endorsements","category-soccer","category-sports"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Gavi Fronts Uber &quot;What Does It Mean to Be Culer?&quot; Campaign<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/bookingagentinfo.com\/news\/gavi-fronts-uber-what-does-it-mean-to-be-culer-campaign\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Gavi Fronts Uber &quot;What Does It Mean to Be Culer?&quot; Campaign\" \/>\n<meta property=\"og:description\" content=\"Uber has teamed up with FC Barcelona midfielder Gavi for a new campaign celebrating the club&#8217;s back-to-back LaLiga title under Hansi Flick. 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It [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/bookingagentinfo.com\/news\/gavi-fronts-uber-what-does-it-mean-to-be-culer-campaign\/\" \/>\n<meta property=\"og:site_name\" content=\"Booking Agent Info News\" \/>\n<meta property=\"article:published_time\" content=\"2026-06-15T15:07:56+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-06-15T15:09:39+00:00\" \/>\n<meta name=\"author\" content=\"Timeyin Mammah\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@EvergreenWrites\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Timeyin Mammah\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Gavi Fronts Uber \"What Does It Mean to Be Culer?\" Campaign","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/bookingagentinfo.com\/news\/gavi-fronts-uber-what-does-it-mean-to-be-culer-campaign\/","og_locale":"en_US","og_type":"article","og_title":"Gavi Fronts Uber \"What Does It Mean to Be Culer?\" Campaign","og_description":"Uber has teamed up with FC Barcelona midfielder Gavi for a new campaign celebrating the club&#8217;s back-to-back LaLiga title under Hansi Flick. 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