Parma, 31 July 2026 – Some emotions begin long before kick-off. The anticipation of meeting friends, sharing a beer, the smell of the stadium, the pleasure of returning to the same place week after week. For Parma Calcio, the Ennio Tardini Stadium represents all of this: a place of belonging, gathering and sharing, which continues to evolve season after season to offer fans an increasingly rich and engaging experience.
In recent years, the Club has made significant investments to transform the stadium into a place to be experienced beyond 90 minutes of football. From the Museum Experience to activities for families and children in the Kids Area, from events that bring the stadium to life to renewed hospitality spaces, every initiative has a clear objective: ensuring that every matchday becomes a memory to be experienced and shared.
It is within this journey that the new partnership with Doppio Malto takes shape, with the brand becoming Parma Calcio’s Beer Partner from this season. The three-year sponsorship agreement marks the beginning of a broad and strategic collaboration, designed to support the continued evolution of the matchday experience at the stadium.
The first chapter of this new adventure is already on the calendar. On Sunday 9 August, the Tardini will host the friendly between Parma Calcio and Sampdoria (kick-off at 20:00 CEST), with the first-ever ‘Trofeo Doppio Malto’ up for grabs. A name that recalls the tradition of summer tournaments and brings back one of the most iconic events of August football, reinterpreting it with a spirit of togetherness. It will be a special evening, marking the first return to the stadium of the 2026/27 season, as its doors reopen to welcome back the Gialloblu fans and begin a new journey together with the team. The match will also be broadcast live on the Parma Calcio 1913 YouTube channel, featuring special commentary from journalist Gaia Brunelli, the voice of the Gialloblu’s revival during their Serie D campaign, alongside Club Legend Gigi Apolloni.
The agreement between the Club and Doppio Malto will include an important project aimed at enhancing stadium services, including the management of bars and the refurbishment of six food and beverage points inside the stadium. The investment is designed to further improve the quality of the matchday experience, ensuring that even a simple moment such as half-time can help make fans’ day at the stadium even more special.
Here are the comments from Parma Calcio CEO Federico Cherubini: “The partnership with Doppio Malto represents another step in our commitment to opening up and enhancing the Tardini, which we hope will increasingly become a space for meeting and sharing for the city. The Trofeo Doppio Malto perfectly embodies this vision: our first match of the season at our home ground is the perfect opportunity for our community to embrace the team. Therefore, we are delighted to further enhance our fans’ experience by improving the quality of our services and enriching our spaces, making every matchday at the stadium more enjoyable and engaging.”
Giovanni Porcu, CEO of Doppio Malto, commented on the launch of the Trofeo Doppio Malto and the wider partnership: “With the Trofeo Doppio Malto, we celebrate the values that have always defined our brand: passion, teamwork and the desire to spend time together. Our partnership with Parma Calcio was born from these shared values, both on and off the pitch. We are investing in a sport we love and in an important city, where we already have one of our restaurants and where we will open a second one in September at the Parma Promenade shopping centre.”
The collaboration between Parma Calcio and Doppio Malto will extend across a wide range of activities, also built around dynamic, creative and engaging communication capable of telling the story of two organisations that share the same vision of conviviality, authenticity and the joy of being together.
A summary of Doppio Malto
Doppio Malto is a brand belonging to the Food Brand Group, where beer is at the heart of an ecosystem designed to create value. At its brewery in Iglesias, Sardinia, the beers served in more than 60 Doppio Malto restaurants across Italy and France are produced: welcoming places where beer takes centre stage alongside simple and authentic food. The network continues to grow through new openings (both franchised and directly operated) and is supported by a logistics network and a dedicated food production centre. Doppio Malto beers are distributed through major retail chains in Italy. The brand is also active in the events sector, managing food and beverage operations at some of Italy’s leading stadiums: San Siro in Milan, the Tardini in Parma, the Mapei Stadium in Reggio Emilia, the Unipol Domus in Cagliari and the Barbera in Palermo. The brand is also Jersey Sponsor of Cagliari Calcio, Beer Partner of Parma Calcio and Palermo F.C., and Official Pub of U.S. Sassuolo. Today, Doppio Malto is at the centre of a group employing more than 1,200 people, with an aggregate turnover of approximately €100 million.
