The message ‘Il calcio ÃƒÂ¨ un divertimento,’ (football is entertainment), has been added to promote fair play and replaces the club’s previous shirt sponsor Toyota for the upcoming season.
Fiorentina vice-president Mario Cognin explained the reasons for undertaking the refreshing initiative.
“It is a way to encourage young people to approach the game without taking it too seriously”, said Cognin.
“It reflects how Fiorentina sees football.”
Meanwhile the Italian club have agreed a fee with Liverpool for Argentina left-back Emiliano Insua. The 21-year-old departed from Liverpool’s training camp in Switzerland to hold talks with the Florence club.
Insua arrived at Anfield in January 2007 from Boca Juniors and made 62 appearances for Liverpool. His only goal for the club was a spectacular strike against Arsenal in the Carling Cup last season.
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