FC Barcelona takes stake in AI fragrance start-up Scircle via Barça Innovation Hub

Hong Kong – FC Barcelona has taken an equity stake in Barcelona-based start-up Scircle through Barça Innovation Hub (BIHUB) as the club explores new brand innovations using AI-powered fragrance creation.

The move marks FC Barcelona’s latest effort to apply emerging technologies to its brand and fan engagement strategy, extending innovation beyond digital and physical touchpoints to include scent, a sense closely associated with emotion and memory.

Under the partnership, the Barça Identity department will work with Scircle to translate elements of the club’s history, key moments, and associated emotions into a series of personalised olfactory experiences. 

Additionally, Scircle’s AI-driven platform will also be made available to fans globally, enabling them to create fragrances based on their own memories or experiences linked to the club.

According to FC Barcelona, the initiative aims to establish a structured brand olfactory strategy designed to strengthen emotional connection and reinforce a sense of belonging among supporters. The collaboration also highlights the growing role of Barça Identity across both physical and digital environments, alongside BIHUB’s broader mandate to support innovation in fan experiences through emerging technologies.

Álvaro Suárez, CEO of Scircle, 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.” 

Manel del Río, CEO of FC Barcelona, 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.”