Soccer as a tool for inclusion, participation, and cultural growth.
On the occasion of Matchday 8 of Serie BKT, Lega Serie B is participating for the tenth year in #ioleggoperché, the campaign to educate and promote reading organized by the Italian Publishers Association (AIE), with the support of the Ministry of Culture and the Ministry of Education and Merit.
The initiative, which now boasts over 30,000 participating schools, is supported by B4People, the Lega Serie B’s platform for social and environmental sustainability, and aims to raise awareness among fans, families, and local communities about the importance of reading and the value of donating books to school libraries.
Books that bring people together. A growing community. This is the message that will accompany the BKT Series, reminding us how every book can open up new perspectives and how every small gesture can help build a more mindful, inclusive future full of opportunities.
Serie BKT stadiums will thus become venues for cultural promotion, combining the message of sports with an invitation to rediscover the joy of reading. Throughout the soccer weekend, the campaign will be highlighted through LED displays along the sidelines, the broadcast of the commercial on the stadiums’ giant screens, and an announcer’s message to further expand the project’s reach. The pre-game ceremony will also be particularly meaningful, as the participating children will accompany the teams and referees onto the field while carrying a book. At the end of the initiative, each child will be able to keep the book they received, becoming, in turn, a bearer of a story to read and share.
“With this partnership, the Serie B League reaffirms its commitment to promoting initiatives that create value for the local community and for future generations, recognizing sports as an effective vehicle for spreading positive values and contributing to the growth of communities. Reading books means broadening one’s horizons, opening one’s mind, and reflecting on and processing thoughts, ideas, and feelings. Today even more so than yesterday ”—these are the words of Paolo Bedin, President of the Serie B League.
In addition, from November 7 to 15, you can visit participating bookstores in your city and donate a book to preschools, elementary schools, middle schools, and high schools, as well as daycare centers. It’s a simple yet meaningful gesture to offer children and young people new opportunities for learning, imagination, and discovery.