AC Milan, Lega Serie A, and Serviceplan Italia are teaming up for the right to the surname.
AC Milan, Lega Serie A, and Serviceplan Italia are teaming up for the right to the surname.
10.05.2024
During Mother's Day weekend, for the first time in Italian football, the players of AC Milan's First Teams, both male and female, will wear their mother's surname on their jerseys. Joining the initiative, conceived by Serviceplan Italia and promoted by Lega Serie A, are: Cagliari, Udinese, Torino, Genoa, Hellas Verona, and Lecce.
During the thirty-sixth round of Serie A, from Friday, May 10th to Monday, May 13th, 2024, players will wear jerseys on which, instead of the surname we are accustomed to recognizing them by, we will read the maternal surname. This is the "t-SHErt - The surname can be hers" initiative.
It's not just a tribute for Mother's Day, which is celebrated on Sunday, May 12th, but an opportunity to shine a spotlight on the right to the surname. On April 27th, 2022, the Constitutional Court declared discriminatory the rule that imposes the automatic attribution of the paternal surname. Since June 1st of the same year, according to Italian law, both parents must be able to share the choice of their children's surname, as it is a fundamental element of personal identity.
To highlight this historic result and raise awareness in Italy about this right, seven teams from the Serie A League will take the field this weekend.
Ultimately, beyond the match results, gender equality will prevail. It starts with Milan - Cagliari on Saturday, May 11th at San Siro, with both teams participating. Here, maternal surnames will be added to the paternal ones during the announcement of the line-ups, both through the stadium speaker's voice and on the graphics displayed on the stadium's big screens.
Furthermore, as is customary for AC Milan, a portion of the proceeds from the auction of the jerseys will be donated to Fondazione Milan, which on this occasion will support its "A Goal to Dream" project, promoting female empowerment through sports in Pakistan. The AC Milan Women's First Team will instead wear maternal surnames on Sunday, May 12th, when they face Napoli away.
Stefania Siani, CEO, and CCO of Serviceplan Italia, says: "We are happy that the collaboration with AC Milan and Lega Serie A allows us to bring the issue of the right to the surname to the attention of many fans in Italy and around the world. The ruling of the Constitutional Court makes us reflect on how the attribution of only the paternal surname translates into the invisibility of the mother and is ultimately a sign of inequality between parents, which reverberates and is imprinted on the child's identity. It is now up to us to continue to pave the way for gender equality, with moments of collective reflection like this one."
On Sunday, May 12th, Genoa will embrace the initiative in the home match against Sassuolo. Simultaneously, at 3 PM, Hellas Verona - Torino will take place. The initiative concludes on Monday, May 13th, with Lecce - Udinese at 6:30 PM.
The initiative, born in collaboration with Serviceplan Italia and promoted by Lega Serie A, is part of AC Milan's commitment to promoting equity, diversity & inclusion values and contributing to positive change both inside and outside the world of football.
CREDITS:
Chief Creative Officer: Stefania Siani
Executive Creative Director: Giuliana Guizzi, Salvatore Giuliana
Digital Creative Director & Head of Design: Luca Anania
Creative Strategist: Filippo Amedeo Riccardi
Copywriter Supervisor: Alessandra Andrea Tondi
Art Director Supervisor: Arianna Cacciapuoti
Account Manager: Ilaria Pagani
