How much is an idea worth? Fiorentina drop lucrative sponsor to spread message.

By Eric Beard

This isn’t the first time that clubs have chosen to play without a corporate sponsor on the shirt, just look at Barcelona’s kit with UNICEF on the front of their uniforms. But Fiorentina have really taken their kit to the next level because the club is not publicising a product or a charity, rather it is giving a prominent place to an idea. So what idea is worth sparing a multi-million euro deal? Well, quite simply, the notion that ‘Il calcio è un divertimento.’ Or that “Football is Entertainment.” An interesting choice to say the least considering the fact that Italian calcio has historically been ridden with politics and corruption, not to mention overwhelmingly defence-oriented football.

According to Fiorentina vice-president Mario Cognin:

“It is a way to encourage young people to approach the game without taking it too seriously. It reflects how Fiorentina sees football.”

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