Genoa CFC has activated its partnership with Rolling Stone magazine during the iconic Sanremo Festival, launching a multidimensional collaboration that merges football, music, and local identity. The club participated in the inauguration of the “Covo” at Bagni Italia, a dedicated event space serving as a hub for media, talks, and celebrity appearances during the festival week.
A club delegation, including striker Caleb Ekuban, attended the launch to represent the “Grifone” at one of Italy’s most significant cultural events. The partnership is part of a broader strategy by Genoa, which named Rolling Stone its official music partner for the 2025/26 season.
Retail Integration and Special Edition Merchandise
As part of the activation, Genoa has introduced a limited-edition jersey designed specifically for the collaboration. The shirt features “Genova” lettering and a Rolling Stone patch, priced at €49.
The club has also established a physical retail presence in Sanremo:
- Branded Corner: Located at Bagni Italia, open daily from 11:00 to 19:00 throughout the festival.
- Omnichannel Sales: The special edition merchandise is available across the club’s official e-commerce site and physical stores in Genoa.
Editorial and Local Synergy
The event coincided with the release of a new Rolling Stone issue focused on the Genovese rap scene and the city’s singer-songwriter history. By aligning with the magazine’s editorial focus, Genoa CFC aims to reinforce its brand as a pillar of the city’s cultural heritage beyond the football pitch.
This “lifestyle” approach allows the club to gain national and international exposure during a week when Italian media attention is centered almost exclusively on Sanremo, reaching an audience that extends far beyond traditional sport.