Bologna Gives Every Newborn a Bologna Football Kit
- Program Overview: Bologna FC will provide every newborn in Bologna with an official infant-sized club jersey starting in January 2025.
- Collaboration: The "Sin Dall'inizio Forza Bologna" project is a collaboration between Bologna FC, the Municipality of Bologna, Macron, Saputo, Selenella, and Lavoropiù.
- Distribution: Each newborn's jersey will be delivered in a special box and available for collection at three distribution points: Sant’Orsola Malpighi hospital, Maggiore hospital, and the Demographic Services Sector of the Municipality of Bologna.
In a heartwarming community initiative, Bologna FC 1909 has unveiled a new program that will provide every newborn in the Municipality of Bologna with an official infant-sized club jersey starting January 2025.
Bologna FC Launches "Forza Bologna From the Beginning" Initiative for Newborns
The "Sin Dall'inizio Forza Bologna" (From the Beginning, Forza Bologna) project was officially presented at Palazzo d'Accursio in a press conference today. This initiative comes as a collaboration between Bologna FC, the Municipality of Bologna, kit manufacturer Macron, and partner companies Saputo, Selenella, and Lavoropiù.
Each newborn's jersey will be delivered in a special box featuring the club's colors and will be available for collection at three distribution points: Sant'Orsola Malpighi hospital, Maggiore hospital, and the Demographic Services Sector of the Municipality of Bologna (Piazza Maggiore 6).
In 2022, approximately 2,730 births occurred in Bologna. The population of Bologna is around 390,000. If the parents of every newborn make use of the program, Bologna will give away almost 3,000 shirts.
Bologna CEO Claudio Fenucci emphasized the significance of the initiative, stating: "This initiative demonstrates the club's intention to be ever closer to its supporters and the territory, establishing a bond of affection with its new fans from day one."
Sports Councillor Roberta Li Calzi added: "The city is happy to welcome the newborns into the great family of the Bolognese, a community made up of people, feelings, sports, culture, history and much more... we believe it is important to take care of people and the community and sporting activity is a great way to do it."
This program follows a similar initiative by the San Marino Football Federation, which provides newborns in San Marino with national team kits. The microstate, completely surrounded by Italy with a population of approximately 35,000, saw about 309 births in 2021.
Do you like the idea of giving newborn kits of the city's football club? Let us know in the comments below.
Good or Bad? Rexona Armpit Sponsorship on 2026 World Cup Referee Shirts
Update - Tuesday, June 23, 2026: Following our publication, Rexona contacted us to provide additional context on the activation.
According to Ben Curtis, Global Brand Vice President for Rexona at Unilever, the sponsorship is intended to highlight fourth officials, who "may not always be the focus of attention but are at the centre of some of football's most intense and anticipated moments," as part of Rexona's "It Won't Let You Down" campaign during the FIFA World Cup 2026. "They need to remain cool and calm under pressure - That's exactly why this partnership is such a natural fit for Rexona."
The 2026 World Cup referee shirts feature one of the most amusing and strategic sponsorship placements seen in football. Deodorant brand Rexona has their logo positioned directly under the armpits of the match officials' jerseys, creating a highly contextual advertising opportunity.
The Rexona logo remains largely hidden during regular play but becomes clearly visible whenever a referee raises their arms to signal a free kick, award a penalty, or issue a card. This placement perfectly matches the deodorant product being advertised, resulting in a memorable piece of marketing on the sport's biggest stage.
While this specific placement has caught the attention of fans during the 2026 tournament, it is not entirely unprecedented. A similar concept was previously executed in Brazil, where Avanço deodorant sponsored the armpits of Corinthians. However, Rexona's execution at a World Cup brings the clever concept to a massive global audience.
Adidas Al Qadsiah 26-27 Home & Away Kits Released - No More Nike
Saudi Pro League club Al Qadsiah has officially unveiled its new 2026-27 home and away kits, marking the beginning of their new partnership with adidas after switching from previous supplier Nike.
Revealed on June 23, 2026, the inaugural adidas strips feature simple, standard designs without bespoke detailing. The home kit is presented in the club's traditional red and yellow colors, while the away shirt offers a stylish white and red look.
FC Barcelona 26-27 Training Top Leaked
Images of the FC Barcelona 2026-27 training top have been leaked online by Barca kit collector @memorabilia1899.
Hamburg 26-27 Anthem Jacket Released
The new Hamburger SV 2026-27 anthem jacket has been launched.
Produced by Adidas, the jacket features a clean design based on the Adidas 2026 jacket template. It is predominantly white with contrasting black Three Stripes running down the sleeves and a black Adidas performance logo on the right chest.
