Cheeky Chip

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.”

Fiorentina’s sponsor last year was Toyota, which hasn’t exactly been a company achieving excellence in the Public Relations department because of their faulty vehicles. Though La Viola will not be competing in Europe this season, they have a new, young manager, 41-year-old Siniša Mihajlović, who united Catania’s club side and got them to play very attractive, attacking calcio.

So the intent is clear. The Florence-based squad will attempt to play “Joga Bonito” style football, or rather “Gioca bello.” I’ve always liked Fiorentina’s style of play, but they’ve never really been a favourite. That being said, knowing that at least one team in Serie A will promise to attack rather than defend makes them a new favourite in my book. And I don’t think I’m alone with this mindset.

fiorentina kit

(Pictures from TSG)

The World Cup showed us a tentative Italian National Team that was essentially an embarrassment to the country. The Italians have always been defence-minded, but Fiorentina have made a motion for change. With young, creative Italian captain Riccardo Montolivo, Fiorentina are not simply trying to transform themselves, but they seem to have a larger idea at hand: to play the beautiful game with a positive mindset once again.

This idea is invaluable to the game and is a major project for any individual club to tackle, as the success of this campaign will be undoubtedly contingent on the success of Fiorentina this year in Italy. But with such hope and positivity going into the season who wouldn’t back them to do well?