There are passions that stand the test of time without ever truly changing. Habits change, trends change, rhythms change, the way we live our everyday lives changes. But some bonds remain untouched – passed from hand to hand, from voice to voice, from father to son, from mother to daughter, from Parma to every corner.

That’s where “Da sempre. Per sempre.” (“Always. Forever.”) comes from. It’s Parma Calcio’s new season ticket campaign – a genuine story that spans decades and generations, inspired by the many real stories of fans who continue to choose these colours every day, no matter the time, the distance, or what changes around them.

The way we experience football changes. The way we wait for a match changes. Objects, habits, even words change. But some emotions stay exactly the same.

Because Parma Calcio is where past, present and future meet. It’s the journey to the Tardini, shared together – on a scooter, in a car, on a bike – season after season.

“Da sempre. Per sempre.” is about this: a love that evolves with people, but never loses its essence. Different stories, all united by the same sense of belonging. Those who were there yesterday, those who are here today, and those who will one day carry this passion forward.

It’s an invitation to keep showing up – to recognise yourself in the same colours, the same gestures, the same sense of belonging.

Because times change, people change, and the world around us changes. But our love for Parma Calcio will never change.

Always.

Forever.