Genoa CFC Activates Rolling Stone Partnership at Sanremo Festival With Retail and Cultural Integration.

Roger Hampel

Image: Genoa CFC

Genoa CFC has activated its partnership with Rolling Stone during the Sanremo Festival, participating in the inauguration of the magazine’s “Covo” space at Bagni Italia in Sanremo. The activation forms part of ongoing synergies between the club and Rolling Stone, which serves as Genoa’s official music partner for the 2025/26 season.

Cultural Platform Activation During Sanremo

A Genoa delegation, including forward Caleb Ekuban, attended the launch event at the Rolling Stone Covo, a multidimensional event space featuring large LED screens and hosting a series of talks, guest appearances and media presentations during the festival period.

The Covo initiative aligns with the Sanremo Festival’s broader ecosystem of cultural programming and positions Genoa within a high-visibility entertainment platform beyond football competition. Rolling Stone’s latest print issue, focused on the rap scene and singer-songwriter tradition of Genoa, was also presented during the event, reinforcing thematic alignment between the club’s local identity and the music publication’s editorial direction.

Image: Genoa CFC

Retail Integration and Limited Merchandise Genoa CFC

As part of the collaboration, Genoa has made available special edition shirts featuring the “Genova” lettering and a Rolling Stone patch. The jerseys are priced at €49 and are available via the club’s e-commerce channel and physical retail stores.

A branded corner installation has also been set up at Bagni Italia, operating daily from 11:00 to 19:00 during the festival.

The Sanremo Festival represents one of Italy’s most visible annual cultural events, offering national and international media exposure. Genoa’s participation underscores the club’s approach to partnership activation that extends beyond traditional matchday environments.

By aligning with Rolling Stone in a live entertainment setting, Genoa continues to expand its brand presence at the intersection of sport, music and local cultural identity.