We report on the design and synthesis of a new quadrupolar pi-conjugated 3,3'-bipyridazine D-A-D ligand Its electronic and optical properties were investigated. Besides high fluorescence and pronounced solvatochromism, it exhibits an inherent electroactivity exploited to build an organic green light emitting device. Moreover, the ability of this ligand to complex metallic centers (Cu-I, Ni-II, Pt-II, and Ir-III) was also investigated to access different geometries and to tune their electronic and optical properties These preliminary results open up the synthesis of heavy-metal complexes to obtain phosphorescent emitters