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VALENCIA CF

How do you turn the passion and boldness of a fan base into a platform for collective inspiration?
 

Valencia CF has always been defined by a singular intensity. At a time when that force was becoming fragmented, when players, fans, the club and the city were growing disconnected from one another.

The challenge was not to change what Valencia is, but to help it reconnect with its most genuine value, in order to rebuild bonds, renew pride and drive the future forward with focus and coherence. 

Within the club, across its history, its supporters and its way of competing, one truth stood above all others: Valencia CF doesn’t just play with intensity. It lives by it. An intensity that makes people thrill and enjoy, but also feel frustration and suffer like no one else.

At a complex moment for the Valencia fan base, we identified the opportunity to illuminate the most fertile side of that intensity: to reframe it as a symbol of courage. To move beyond an intensity defined solely by suffering and reclaim its constructive power: its driving force.

A courage that does not depend on results, but on the daily commitment of those who give everything on the pitch, in the stands and in their lives.

UNCOVER

By immersing ourselves in the history of a visceral city, we came to deeply understand a fan base that neither forgives nor gives up, and whose style of play has always favoured risk. In doing so, we revealed that a culture of boldness is not born from success, but from a history forged through resilience and overcoming adversity.

It was not only about competing, but about spreading a way of being, a way of life latent in Valencia, of which the club could become a symbol.

REINVIGORATE

This renewed sense of purpose re-engaged and inspired the internal team, helping them reconnect with their ability to inspire through courage, turning them into natural ambassadors of an attitude that is already beginning to be felt among fans, resonating across generations and projecting a new shared sense of pride for all Valencianistas.

An energy that has also begun to express itself outwardly, inspiring the club’s new narrative and giving meaning to campaigns such as “Terra de Valentía”.
BRINGING THE STRATEGY TO LIFE
Membership campaign
 
← UNIE
AQUARIUS →

Strategy for Brighter Growth ™

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MADRID
Calle Alfonso XII 36, 5 dcha
28014 Madrid
+34 913 688 249
holamadrid@the-picnic.com

BUENOS AIRES
La Pampa 1391, 5, oficina 5.1
Buenos Aires
holaba@the-picnic.com
LINKEDIN
Picnic-Hormiga
© PICNIC EXPERIENCE · All rights reserved — Legal
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