FC Barcelona continues to explore innovative ways to deepen its emotional connection with fans by incorporating scent as a new cornerstone of its brand identity. Through Barça Innovation Hub (BIHUB), the club has taken an equity stake in the Barcelona-based start-up Scircle, which specialises in the creation of fragrances and perfumes using artificial intelligence (AI). In doing so, the club is taking a further step towards adopting technologies that enrich the Barça experience, this time through a sense that is closely linked to emotion and memory.
The Barça Identity department and Scircle will work hand in hand to bring together the club’s defining elements (its history, its epic moments and the emotions associated with them) in order to create personalised Barça olfactory experiences. In addition, Scircle’s AI platform will be made available to fans around the world, allowing them to create personalised fragrances that evoke their own memories or experiences. This collaboration opens a new chapter in FC Barcelona’s sensory storytelling, expanding its symbolic universe by embracing the fifth sense: smell.
The aim of this partnership is to develop a brand olfactory strategy that not only represents the club, but also strengthens emotional bonds and the sense of belonging, turning perfume into a new language of shared expression and a natural extension of Barça’s identity. Through this new sensory strategy, the club seeks to surprise, move and connect with fans in an innovative, deep and memorable way, opening the door to new ways of experiencing and feeling Barça.
This initiative reflects the strategic role of Barça Identity in both physical and digital environments, as well as the commitment of the BIHUB to leading the adoption of emerging technologies applied to innovation in experiences beyond the purely technological sphere. It positions the club as a global sports brand capable of building emotion, memory and belonging through all the senses.
Scircle becomes the fourteenth start-up in the BIHUB portfolio, alongside Visualfy, OLIVER, Onalabs, CeleBreak, Made of Genes, Fyxbody, Rimbarlat, Genomcore, Omniscope, Riterz, Metrica Sports, Admefy and AdSpective, consolidating the programme as a driver of innovation in the sports and technology sectors in Catalonia and worldwide.
Statement by Álvaro Suárez, CEO of Scircle
“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.”
Statement by Manel del Río, CEO of FC Barcelona
“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.”
About Scircle
Scircle is a Barcelona-based start-up offering an AI-driven platform for the creation and sharing of fragrances, developed in collaboration with top master perfumers and advanced technologies. This combination means it can create high-quality perfumes, optimally tailored to each individual, in just a matter of minutes. Through its AI perfumer, Aura, and the Scent Creator device, users can design fragrances that are perfectly aligned with their personality and preferences, capable of translating personal stories and moments into unique olfactory experiences. Founded in 2025, Scircle currently operates in the United States, Mexico and Spain, and plans to expand into new markets in 2026. For further information, see www.scircle.ai
About BIHUB
The Barça Innovation Hub (BIHUB), a fully owned subsidiary of FC Barcelona, is a global platform that fosters innovation and knowledge development in the field of sport. BIHUB invests in start-ups, drives technological and scientific research projects, and promotes talent by offering a wide range of educational programmes, both in-house and in collaboration with leading universities. It also organises the annual Sports Tomorrow Congress, with the support of the Mobile World Congress. Through BIHUB, FC Barcelona is committed to driving advances that improve athlete performance and health, while optimising the commercial success of sports organisations.
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