B4People, the Lega Serie B’s new platform for social and environmental sustainability, is now up and running. It serves as a hub for all the dedicated initiatives promoted by the League and its member clubs, and as a tool through which the entire league system will address the issues of ethics, respect, and social and environmental responsibility.
On Matchdays 3 and 4 of the 2026/27 Serie BKT Championship, the visual identity of the B4People platform will be showcased in all stadiums, with the involvement of the clubs, audiovisual licence holders and media organisations. Pit-side LED displays, giant screens, TV graphics, pre-match announcements and content on the web and social media will feature the brand and the distinctive elements of the #B4People campaign.
B4People – Platform for Social and Environmental Sustainability – was launched on 25 March in the ‘Parlamentino’ hall of Palazzo Brasini in Rome, in the presence of representatives from political and sporting institutions; On that occasion, Lega B undertook to place social and environmental sustainability at the heart of the growth of the League itself and its member clubs by defining a sustainability strategy in line with the ecological, social and ESG (Environmental, Social, Governance) governance transition process, guided by the policy guidelines set out by UEFA and the FIGC.
The aim is to dedicate each matchday to a social responsibility initiative, with all of them forming part of a single B4People communication plan, thereby giving the project an integrated and ongoing structure.
Paolo Bedin, President of the Serie B League, recalls how “theSerie B’s strong regional focus means we have a responsibility to be much more than just a sports league, and to act as a platform for promoting responsible initiatives to twenty cities and millions of supporters. To bring this project to fruition, we have set up a dedicated unit and department with specialised, qualified staff, with the ultimate aim of launching a fully-fledged ESG strategy for the Serie B League by the start of the season. “.