Bizarrap takes the "Velez brand" around the world

Gonzalo Conde (Bizarrap) is one of the most-streamed Argentine artists worldwide on Spotify, primarily known for his work as a producer on collaborations with performers from a wide range of genres. Raised in Ramos Mejía, Buenos Aires, he has never hidden his passion for the Liniers-based club in numerous interviews, and even maintains friendships with several footballers.

Last Thursday, he announced the release of a featuring with British band Gorillaz through a social media post that generated more than three million interactions. In one of the photos, “Biza” appears alongside 2D (Gorillaz’s animated “singer”) in front of a mural painted with a Vélez jersey.

The following day, he took part in the official presentation of Lucas Robertone, Vélez’s latest signing, appearing in a short sketch and a graphic that mimicked the announcements of new “Sessions” with artists. It was not the first time he had helped communicate a player’s arrival at the club, having done so previously in 2022 with Diego Godín.

Nor are his nods to the team of his heart new in the promotion of his music. In 2024, he released a collaboration with Dominican rapper Lismar featuring a music video shot at the José Amalfitani Stadium. Prior to that, in 2023, he teamed up with Milo J, also appearing in the video wearing Vélez’s iconic blue “V”.

Bizarrap is an ambassador for Adidas, a brand that once designed a personalized Vélez jersey for him, which he later shared on social media. Additionally, to celebrate the 2024 league title, he hosted players from “El Fortín” who wear the brand’s boots for a photoshoot.

In a market where social media engagement carries significant weight, Bizarrap’s mentions of the club only help strengthen its international brand positioning, alongside the growing number of academy products from Vélez’s youth system — known as “La Fábrica” — featuring in Europe’s top leagues. At Vélez, officials proudly showcase their famous supporter and invite him to the stadium whenever he is in Argentina. The club’s board has even speculated about a potential move for Adidas to become the team’s technical sponsor, linked to the aforementioned partnership, once its current deal with Italian brand Macron comes to an end.