Rafal Radawiec, Adspective’s CEO (left) receiving the jersey from Angel Ruidalbas (right), FC Barcelona Board Member in charge of BIHUB
As part of the agreement, BIHUB has 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.
The Polish company’s AI-driven technology scans every frame of video to detect so-called “emotional hotspots” and brand-fit moments, inserting products directly into the scene. Unlike traditional advertising, these placements are seamless, unskippable and contextual, helping brands reach audiences without disrupting the viewing experience, stresses Adspective.
The partnership will initially pilot virtual product placements in FC Barcelona’s unbranded social media content, with a view to creating a scalable business model for clubs, leagues and broadcasters worldwide. With more than 400 million fans across the globe, Barcelona’s content offers a vast testing ground for the technology.
“We’re not selling fixes. We’re selling outcomes,” said Rafal Radawiec, CEO and founder of Adspective. “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. Barcelona’s BIHUB is the perfect partner to shape a scalable model that keeps fans happy without interrupting the content.”
Angel Riudalbas, Director responsible for Barça Innovation Hub, said the investment aligns with the club’s ambition to stay ahead of industry shifts. “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.”
Adspective offers a suite of tools beyond basic product placement, including Dynamic VPP, which personalises brand versions in real time by location, age, gender or language, and “Shop-the-Scene,” enabling fans to purchase products directly from content. With Content Intelligence Analysis, every frame is scanned for monetizable moments that drive new revenue.
BIHUB, a wholly owned subsidiary of FC Barcelona, has become a central platform for the club’s innovation efforts. It invests in start-ups, collaborates on scientific research, and runs the annual Sports Tomorrow Congress, supported by the Mobile World Congress.
