‘Calcio Storico’ Now a Brand

The June matches of Calcio Storico, a mix of rugby and soccer played memorably in Florence since 1530 and before, will now mean big business for the city of Florence, which recently decided to launch a merchandising campaign.  The Uffizi flag throwers who lead the historical parade preceding the matches will give a demonstration in New York, while members of the neighborhood teams are scheduled to play in Marseilles.

City Hall is currently looking for a corporation to create the brand in order to collect royalties on sweatshirts and mugs as well as uniforms and balls. Part of the proceeds will fund Calcio Storico expenses including uniforms and travel.  After Marseille, there is talk that the teams will leave for a world tour to exhibit throughout Europe as well as Russia and the United States.

To read more in Italian, visit Florence’s La Repubblica news site.