Parma, 20 February 2026 – As part of a broader journey to evolve its experiential and sensory identity, Parma Calcio has unveiled a strategic project aimed at defining and enhancing both its sonic and olfactory dimensions. The initiative is designed to strengthen the Club’s positioning, translate its values into an emotional language and forge an even deeper bond with its supporters.

“With this project,” said Eva Visentin, Brand Director of Parma Calcio, “we take a further step in the evolution and innovation of the Parma Calcio brand, choosing to express our identity through often unexplored dimensions such as sound and scent. We wanted to translate the Club’s DNA and the values we share with our fans into an identity-driven language capable of reaching the most instinctive part of our emotions, connecting them to those that only the pitch can provide.”

IDENTITY THROUGH SOUND: Parma Calcio Opera

A key milestone in the Club’s enhancement strategy comes with the launch of its first-ever official sound identity, an innovative project that transforms history, passion and energy into a distinctive and recognisable musical experience.

Developed in collaboration with The Brand Company (through its music division BrandMozart) and inspired by the historic and cultural roots of the city of Parma, the new sound identity blends traditional and contemporary elements into an original composition aligned with the Club’s core values.

From rhythmic pulses echoing the heartbeat of the stadium to epic tones celebrating sporting achievements, every note has been crafted to express passion, resilience and innovation. Advanced digital tools were used in the production process, selecting instruments and sound textures capable of eliciting emotional responses consistent with Parma’s identity. The vocal elements featured in the tracks were recorded live at the Stadio Ennio Tardini, capturing the authentic voice of the Gialloblu supporters. From these recordings, sound samples were extracted to recreate the chants embedded within the composition, faithfully reflecting the energy and pitch of the Tardini crowd.

Titled Parma Calcio Opera, the sound identity will accompany the official anthem within the stadium’s live music programming, at institutional events and across the Club’s digital content. Dedicated versions have also been developed: a lounge adaptation for hospitality areas, an orchestral arrangement for the Ernesto Ceresini Museum, and a distinctive sound logo designed to close video content.

The original track is available in two versions on all major streaming platforms: an Original Version and a more rhythmic Stadium Version.

These were the words of Luca Mamiani, General Manager of The Brand Company, speaking about the project developed with Parma Calcio: “We are proud to have created Parma Calcio’s sound identity project, an initiative that blends tradition and innovation to strengthen the emotional bond between the team and its supporters. Sound is a fundamental element of a club’s identity, and our goal was to craft a unique and distinctive experience that reflects Parma’s values and history. This project represents an opportunity to celebrate Gialloblu pride through a universal language: music.”

OLFACTORY IDENTITY: GIALLOBLU FRAGRANCE

Alongside its sonic identity, Parma Calcio has introduced its own olfactory signature, also developed with The Brand Company. The fragrance has been designed to characterise the hospitality areas of the Tardini Stadium.

Named GIALLOBLU, the composition blends freshness, elegance and intensity. Citrus and floral accords merge with a woody, aromatic base to create a recognisable and distinctive scent. Top notes of bergamot, orange and lemon convey energy and brightness; a floral heart of rose and iris reflects passion and confidence; while a fougère base enriched with woody nuances and leather adds structure, depth and character. Vetiver introduces an earthy dimension, symbolising strength and rootedness.

Even within the olfactory layers, the Club’s colours are symbolically present: yellow in the vibrant citrus top notes, blue in the elegant, enveloping depth of iris.

Ilaria Calunga, Creative Director of the olfactory division at The Brand Company, explained: “Starting with the core values of Parma Calcio – fair play, commitment, teamwork, resilience, determination, pride and respect – we translated these principles into a sensory signature. The fragrance GIALLOBLU embodies belonging, passion, perseverance and balance, expressing the Club’s identity through a universal and immediate language.”

Through sound and scent, Parma Calcio continues to shape a multidimensional identity – one that is not only seen on the pitch, but also heard, felt and remembered.