Parma Calcio: "The first club in Italy to develop an audio and scent identity" (Eva Visentin)

"We wanted to translate our values into something fans can hear and feel" (Eva Visentin Brand director @ Parma Calcio 1913
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How is Parma Calcio positioning itself in terms of brand identity?

The club is currently in a repositioning phase. We are building our brand identity and, since 2023 when I joined the club, my objective has been to build a new and strong identity so that we can hopefully reconnect with our glorious past.

My goal is to make sure we can promote our brand identity beyond Parma and around the world, without losing our special bond with the local community.

When I joined Parma Calcio, we launched a rebranding process and the definition of our brand’s DNA. We conducted an internal and external brand assessment with an agency, which helped us collect data and define our values, mission and vision.

This process took place in two phases. The first was a qualitative phase, during which we conducted 20 one-to-one interviews, both internally and externally. Internally, we spoke with key people within the club, and externally with important media figures, club legends and institutional representatives.

We also organised five dialogue sessions over five days, divided into three groups: local fans, national fans and international fans. During these sessions, the agency’s moderator asked participants about the values represented by Parma Calcio, the club’s visual identity and the emotions they feel when they come to the stadium.

Based on these results, we then conducted surveys: internally with the club’s staff and externally with fans. The outcome of this work was the development of our brand identity, through which we defined our core values as well as our mission and vision.

Did the idea of an audio and scent identity emerge from this work?

From there, we started reshaping our identity, beginning with the visual aspect, which is usually the first step after defining the brand basics. We developed a new look and feel for the club without changing the logo.

During this process, we realised that it could also be relevant to work on audio and scent branding, which are emerging fields in brand marketing. We started discussions with a local agency based in Parma. Branding is not only about values and visual elements. These values can also be expressed through sound and scent.

This represented a new field of brand marketing for us, and it was interesting to take on this challenge. We are the first club in Italy to develop a structured and strategic audio and scent branding system. Lega Serie A "Lega Nazionale di professionisti di Serie A". Professional League which manages the Italian first division and including its 20 clubs. had experimented with this type of approach, but we are the first club to do so.

It is also a new way to approach a sports brand, because we are trying to consider our brand not only as a football brand, but also as a commercial brand like others. It is not about generating more money or new revenue streams, but about shaping a strong identity and taking inspiration from positive trends in commercial branding, where sound and scent have been used for many years.

For example, jingles in advertising, sound logos used by major brands, or scent branding used by fashion brands. Our idea is to take these positive trends and bring them into the world of football.

Did you take inspiration from other sports organisations or companies to develop the scent identity?

Audio branding and scent branding are original and were developed specifically for us. Scent branding in particular is something very new. I had never heard of this type of initiative in sport before — not only in Serie A, but more generally.

The fragrance was developed starting from our values. Just like sound, scent can trigger different emotions. We started from the values we want to express as a brand, but also from the heritage of our club — based on pride and resilience in its history, as well as the musical tradition and cultural heritage of the city of Parma, including opera, Verdi and the Teatro Regio.

We wanted to translate these elements into something that our fans could hear and feel. We therefore worked on the values we wanted to communicate and identified which types of fragrances could convey these emotions to our fans.

The agency proposed several options and we ultimately chose the one that best represents us: GIALLOBLU.

The fragrance is therefore diffused in the stadium. Have you also considered selling it?

We started diffusing this fragrance in several areas of the stadium: the public areas, the official store, the museum and the hospitality areas. It is also present at the training centre reception. In all these common spaces, fans can experience this fragrance.

And yes, since 27/02 (the home match against Cagliari Calcio), we have been selling a limited edition. It is our own fragrance designed for ambience, so it is not a perfume. But we wanted to give our fans the opportunity to experience it.

The product is sold at €45.

Do you already have feedback on this new audio and scent identity?

We started sharing the audio and scent branding before the official launch, because we wanted to observe people’s reactions before announcing the project.

The feedback has been very positive. Fans can hear Parma Calcio Opera in the stadium. It is something people are already getting used to here and it represents a new way to experience the club.

Fans can also use Parma Calcio Opera in their social media stories as background music. We are therefore already seeing a positive sentiment around these two projects.

We chose to launch this project in the last week of February during the Sanremo Festival, a very famous event in Italy where music plays an extremely important role.

What are the next steps in developing Parma Calcio’s brand identity?

We are currently in a transition phase. Starting from the scientific foundations established during the brand assessment two years ago, we are now aligning this brand identity more closely with our sporting strategy.

The objective is to make the brand more consistent and to work even further on our communication strategy.

Eva Visentin

• Brand director @ Parma Calcio 1913

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Career

Since june, 2023

Parma Calcio 1913
Brand director

2014 - 2023

RCS Sport
Brand marketing manager - Giro d'Italia

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# 56048, created on 10/03/26 at 13:15 - Updated on 10/03/26 at 13:16

Parma Calcio 1913

Activity: Italian professional football club
Founded: 27/07/1913 (under the name Verdi Football Club), relaunched as "Parma Calcio 1913" in July 2015

Main partners:
• Puma (equipment)
• Prometeon (tyres): main shirt sponsor

Other partners:
• Moby (holiday cruises)
• Crédit Agricole (bank): sleeve sponsor
• Kinto (mobility solution)
• Admiralbet.news (infotainment): chest sponsor
• Gas Sales Energia (energy)
• inx.aero (private jet rental)

Find the complete list of partners here

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Category: Professional Clubs

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Headquarters address

Strada Carlo Pisacane, 4
43121 Parma Italy

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# 1345, created on 06/02/14 at 18:33 - Updated on 20/04/26 at 13:57

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