Football supporting research. To mark Matchday 11 of the 2026/27 Serie BKT season, Lega Serie B, through B4People – its platform for social and environmental sustainability – is supporting the AIRC Foundation in its fundraising efforts for cancer research via the ‘A Goal for Research’ campaign.
A clear message that will feature at every match in the next round, transforming Serie BKT stadiums into venues for participation and solidarity: all it takes is a donation via text message to 45521 or via the airc.it website.
Paolo Bedin, President of the Serie B League: “In football, we’re used to talking about teams, goals to achieve and trophies to win. There are, however, matches that take place on a bigger pitch, where the most important result is the one we can all achieve together – and cancer research is one of them. With ‘A Goal for Research’, we aim to bring together the entire Serie BKT family; thanks to the B4People platform, this enables us to unite clubs, players and the millions of fans who follow our league every week, to support the noble work carried out by the AIRC Foundation through its researchers. We believe that football has the privilege, but also the duty, to use its popularity to raise awareness of causes that deserve collective attention, because every contribution can help build a future with greater prospects for treatment. Because this is a match in which we are all on the same side, playing to win together.“.
The clubs’ involvement will take various forms: the campaign’s creative content will be displayed on the LED screens around the pitch, whilst the dedicated advert will be shown on the stadium’s big screens before the start of matches and during half-time. Furthermore, the stadium announcers will encourage fans and supporters to back AIRC through appeals made before kick-off and during the half-time break.
The campaign will also take centre stage alongside the league’s star players. Match officials will wear a personalised AIRC bib during the pre-match ceremony, whilst the players will also convey the message of research in their pre- and post-match interviews, through a special adhesive patch and a call for support.
Ample space will also be given to digital communication, with the graphics created for the initiative being shared on the clubs’ official social media channels. In particular, the clubs will be involved in the production of the video ‘The Most Important Number’, a special piece of content devised by the AIRC Foundation to raise public awareness through a message promoting understanding and education that draws attention to the value of supporting cancer research – a truly significant cause that affects us all.