Spotify has entered a partnership with South Korean esports organisation T1 in what is being described as a multi-platform collaboration aimed at enhancing the fan experience through music.
According to a report by Kpopost, the alliance seeks to merge the worlds of competitive gaming and K-pop-influenced music, offering new ways for supporters to engage with the team.
As part of the partnership, Spotify will act as the main presenting partner of T1 Home Ground 2025, a three-day fan festival set to take place from 25th to 27th July at Inspire Arena in Incheon, South Korea. The event will feature a variety of music-led activations, including playlist-based games, real-time audio challenges, interactive booths, and exclusive content for Spotify Premium subscribers.
Central to the collaboration is the launch of the T1 Hub on Spotify, described as a one-stop global destination for fans. The hub provides access to team playlists, player-curated tracks, podcasts, and exclusive video content. It aims to give supporters a closer look at the soundtracks that accompany T1 players both during preparation for tournaments and in their downtime. A post on social media also revealed that the music service’s logo will also appear on the organisation’s Valorant team jerseys.
Spotify and T1 have also announced plans for T1 players to take over some of Spotify’s most popular gaming playlists. These takeovers will showcase the music that players use to focus on match days, as well as the tracks they choose for relaxation.
Commenting on the partnership, Gautam Talwar, General Manager of Spotify APAC, said: “Gaming and music have always shared a deep connection. Our partnership with T1 is an exciting step in creating immersive experiences that feel truly fan-first. We’re proud to bring these two worlds together and help listeners and players soundtrack their biggest moments.”
T1 Home Ground 2025 marks Spotify’s first time leading a large-scale gaming and music event in South Korea, signalling the streaming platform’s growing role as a cultural connector beyond audio. The deal was announced at the same week that T1 partnered with LunaTone for an education project in Japan.
