SEASON TICKET CAMPAIGN 2026/27
LA CITTÀ SCENDE IN CAMPO
THE CAMPAIGN CONCEPT
The 2026/27 season ticket campaign accompanies FC Lugano towards the beginning of a new era in the AIL Arena, building on the past while reinforcing the Club’s values and identity.
The creative concept, expressed through the claim «The City Takes the Field», portrays a Club increasingly integrated into Lugano’s urban life and social fabric: a team that represents its territory both on and off the pitch.
Truth, clarity and performance remain at the core of the Bianconeri Brand DNA, guiding a vision that aims to establish FC Lugano as a reference point in Swiss football.
THE FANS’ PARTICIPATION IN THE CITY
The campaign is based on a simple idea: involving the entire city.
To express the meaning of «The City Takes the Field», FC Lugano brought the campaign into the streets and among the people, involving fans and citizens in its creation. The result is an authentic and shared moment that reflects the increasingly strong bond between the Club and its city.