Milan (Italy). In 2025, football alone might no longer be enough. For Gen Z, the core audience of new entertainment platforms, it’s all about the experience: participation, performance, and pure showmanship. And Kings League Lottomatica Sport Italy, the Italian spin-off of the format created by Gerard Piqué, totally gets it. Matches here unfold in a universe of gaming, streamers, unpredictable rules, and nonstop spectacle, turning every game day into a can’t-miss event.
In this high-energy context, Spotify and Dentsu Creative Italy seized the opportunity to launch a full-on branded entertainment activation, blending today’s music, football, and digital cultures to deliver a standout show and present the Spotify MVP Award.
It all kicked off just before the Kings League Italy semifinals, when a mysterious reel dropped on Spotify Italy’s Instagram account: a group of goats bleating cryptic messages to each other, hinting at a big event coming to Milan’s Fonzies Arena on May 12.
On semifinal day, a group of mysterious goat-costumed mascots began appearing in the crowd, both on the livestream and in the arena stands, sparking curiosity and buzz. But the real show started at the end of the two matches: to the beat of “Tutti i giorni,” the goats stormed the pitch in a high-energy, visually stunning choreographed performance full of music, lights, and breathtaking animations.
At the climax of the performance, one goat stepped forward: it was none other than Tony Boy, one of the leading names in Italy’s urban/trap scene revealing himself as the mastermind behind the takeover.
The GOAT (Greatest Of All Time), as fans affectionately call the rapper on social media, took center stage to personally deliver the Spotify MVP Award to the semifinal’s on-field GOAT, invoking the one title that today most powerfully unites the worlds of music and football.
This stunt is a standout example of how an entertainment brand like Spotify can authentically embed itself into culturally relevant spaces for new generations, blending music, sport, spectacle, and social-friendly symbolism in a language that speaks directly to its audience.
