Born in 2018, St. Ambroeus FC plays at Centro Sportivo Cameroni, just near Milan’s Gorla metro stop. For the 2022/23 season, the team has been promoted to the second league, but the focal point is another: it is the first soccer club enrolled in FIGC made entirely of refugees and asylum seekers. Behind the training, the matches, and the passionate stand of supporters, there is a broader project at work—one that promotes cultural inclusion unites an entire community.

Not only a communication plan, but an all-around sponsorship. The reason why we decided to create this collaboration is that the philosophy of St. Ambroeus FC fits perfectly with our founding concept, based on the aim of creating a cohesive team thanks to common and shared values, enhancing the differences of everyone. The sponsorship brings our purpose out of the office, joining sport, communication, and inclusion, and creating something new in the world of communication agencies. This unicum project in the city of Milan perfectly integrates with the sustainable path that we are accomplishing to become a Benefit Society. The sponsorship and communication project included the rebranding and creation of the new kits, and the realization of a video. The kits we designed include the typical Milanese symbols to represent the team identity: the Milanese cross and the stylized Duomo. The uniform’s backgrounds show the colors of the club, red, white and black, and are enriched with the I MILLE and St. Ambroeus FC logos in the middle. For the launch of the sponsorship, we made a video called, “Vale + di una vittoria” Inclusion, respect and pride: these are the values that the uniforms represent, showing how creativity can give these words a stronger meaning. The title of the video describes what the project means to us: to make a bold move in our agency in order to build a better and inclusive society, together. This is how we all can win.