Last Monday, May 11, the entire city of Barcelona took to the streets to celebrate the 29th LaLiga title and the Supercup. Barça fans were able to see their sports idols up close during the traditional bus parade, which departed from Spotify Camp Nou to tour some of the most emblematic streets of the Catalan capital: Travessera de les Corts, Balmes, and París, before stopping at La Pedrera on Passeig de Gràcia.
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Not only countless citizens attended this unmissable event for Barça supporters; a brand like Uber also wanted to be present to express its connection with the city and the Barça club itself, providing lunch to the players to give them strength during an unforgettable journey in which they shared their joy with thousands upon thousands of fans. On this day of celebration, a collective heartbeat filled the air, associated with the very essence of the Barça spirit. But what does it truly mean to be a culé? A question not easy to answer, which Gavi, one of the most emblematic first-team players, posed to the fans in an interesting initiative promoted by Uber.
Culé, a word full of symbolism
Legend has it that the curious term culé comes from the times when, at the old stadium located on Industria street, pedestrians saw the backsides of fans sitting in the highest rows of the stands as they passed by that street. But today, the term evokes a wide range of meanings associated with the very soul of Barça fandom: the commitment to the comprehensive training of young talents at La Masia; the creation of a unique playing style linked to technical virtuosity, ball possession, and attacking football spirit; and also a will to overcome challenges that is well reflected in the young team formed by the current coach, Hansi Flick.
Undoubtedly, a midfielder like Gavi embodies the perfect union between the technical talent learned at La Masia, which he joined at only eleven years old, and the competitive spirit of today’s Barça, which has managed to win up to five titles in just two seasons. At the same time, his overcoming of a complicated meniscus injury and his triumphant return to the pitch in March of this year reflect his resilience.
With fans’ answers about what defines the culé essence, Gavi has created a great artwork that can be seen on Ronda Universitat
For all these reasons, Gavi is the ideal player to fully understand the hundreds and hundreds of responses sent by the club’s fans. In all of them, some fundamental words resonate that define the values of Barça fandom: passion, pride, family, feeling, identity, sacrifice… Making all these answers his own, the player dared to debut in artistic creation, painting a large piece that has become a giant canvas currently displayed on Ronda Universitat, in the heart of Barcelona. The piece is the best possible visual tribute to the culé feeling and also the perfect reflection of the special connection that exists between the Barça club and the Catalan capital.
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Strengthening the culé feeling
This initiative is part of the alliance between Uber and FC Barcelona, a collaboration that goes beyond mere sponsorship to become a strong bond on multiple levels, born to help reinforce the culé feeling among Barcelonans. In October 2025, the mobility platform signed a strategic agreement with the Barça club, becoming its Official Partner.
The alliance was initially created with the goal of improving fan mobility and managing travel around the new Spotify Camp Nou and Espai Barça. To this end, pick-up zones for attendees at the stadium were created and sustainable mobility measures were promoted, such as Uber’s 100% electric service.
The alliance between Uber and FC Barcelona goes beyond mere sponsorship to become a strong bond that reinforces the culé identity
Additionally, the club and the platform launched a limited edition of 30 CUPRA Tavascan vehicles fully customized with the blaugrana colors. In February 2026, another key team member, Cubarsí, starred in an action that gained wide attention among the club’s followers. Gavi has been next to strengthen ties with the fans, contributing to reflection on the essence of the culé spirit.
In Barcelona, Uber facilitates the mobility of thousands of people every day. At the same time, with these initiatives promoted together with FC Barcelona, it manages to move their hearts, participating in the great emotional and cultural moments linked to Barcelona’s identity. Being part of this city means much more than living and working in it. It also means sharing the same passion that fills the air every time players like Gavi manage to lift an entire stadium to shout loudly: “Barçaaaaa!”
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