FC Barcelona takes stake in AI fragrance start-up as part of brand monetisation strategy

FC Barcelona has acquired an equity stake in Barcelona-based start-up Scircle through its Barça Innovation Hub (BIHUB), as the club continues to diversify revenue streams and invest in technology-driven brand extensions beyond football.

Scircle specialises in the creation of AI-generated fragrances, and the partnership forms part of Barcelona’s broader strategy to monetise its global brand by developing new experiential and consumer products. While financial terms of the investment were not disclosed, Scircle becomes the 14th start-up in the BIHUB investment portfolio.

The collaboration aims to develop a brand olfactory strategy that could open up new commercial opportunities, including personalised consumer products, digital-to-physical experiences, and global fan engagement initiatives. Barcelona said the initiative is designed to strengthen emotional loyalty while creating scalable business models linked to merchandising, licensing and digital platforms.

Under the partnership, Scircle’s AI platform will be made available to fans worldwide, allowing them to create personalised fragrances inspired by club history, iconic moments and personal memories. The club sees this as a way to transform brand identity into a marketable sensory asset, positioning fragrance as an extension of Barça’s intellectual property.

Barcelona executives said the investment reflects the growing importance of non-matchday revenue and innovation-led commercial growth for elite football clubs. Similar strategies have been adopted by top European clubs seeking to offset financial pressures through brand-led ventures in lifestyle, entertainment and technology.

BIHUB, a wholly owned subsidiary of FC Barcelona, focuses on investing in start-ups, applied research and educational programmes across sports, health and technology. The unit has become a key pillar of the club’s long-term financial strategy, supporting both performance innovation and commercial expansion.

Scircle, founded in 2025, currently operates in the United States, Mexico and Spain and plans to expand into additional markets in 2026. The company combines AI technology with expertise from master perfumers to produce personalised fragrances within minutes, targeting the premium consumer and lifestyle segments.

Barcelona said the partnership reinforces its ambition to operate as a global sports and entertainment brand, leveraging technology, data and intellectual property to generate sustainable long-term revenues.