FC BARCELONA through the Barca Innovation Hub (BIHUB) has taken an equity stake in Barcelona-based start-up Scircle, which specialises in creating fragrances and perfumes using artificial intelligence (AI).
The club’s Barca Identity department will work closely with Scircle to blend FC Barcelona’s defining elements into a range of personalised olfactory experiences. As part of the collaboration, Scircle’s AI-driven platform will also be made available to fans worldwide, enabling them to design personalised fragrances that reflect their own Barca experiences.
According to the media release, the partnership aims to develop a brand olfactory strategy that not only represents the club’s essence but also strengthens emotional connections and a sense of belonging. By transforming perfume into a shared language of expression, FC Barcelona seeks to position scent as a natural extension of its identity. Through this new sensory approach, the club aims to surprise, inspire and connect with supporters in an innovative, meaningful and memorable way, opening up new ways of experiencing and feeling Barca.
With this investment, Scircle becomes the fourteenth start-up in the BIHUB portfolio, joining Visualfy, OLIVER, Onalabs, CeleBreak, Made of Genes, Fyxbody, Rimbarlat, Genomcore, Omniscope, Riterz, Metrica Sports, Admefy and AdSpective. The addition further strengthens BIHUB’s role as a key driver of innovation across the sports and technology ecosystem in Catalonia and beyond.
Scircle CEO Álvaro Suárez said, “Our collaboration with FC Barcelona allows us to bring the power of olfactory storytelling to one of the most emotional and powerful communities in the world: sport. Beyond creating fragrances, we capture the emotions of the club’s most epic moments and transform them into personalised olfactory experiences, bottling the essence of what it means to be a culer.”
FC Barcelona CEO Manel del Río added, “We remain committed to investing in innovative initiatives that help us deepen the connection we establish with our fans around the world. With the help of Scircle, we want to explore all the possibilities opened up by a brand olfactory strategy and create new bonds of belonging to the club.”
