Abstract

«Opening a dialogue between two apparently distant and opposing worlds»; «enhancing local culture through football»; «promoting the cultural heritage and historical value of the 22 municipalities that have their teams in Lega Serie B»; «encouraging sports tourism, aiming towards a new concept of 'away game' that is capable of recommending the territory and promoting the National Museum System within stadiums». These are just some of the aspects of the ambitious project 'Series B Bella e Buona', promoted by Lega Serie B football, starting in the 2015-2016 season. In the context of this project, core values are attributed to the art, history and culture of the cities involved, and to this end on the October 9th, 2014, Lega Serie B and the Dipartimento di Storia dell'arte e Spettacolo (Department of Art History and Performing Arts) at Sapienza University of Rome signed a Memorandum of Understanding, in which they agreed to work together with the aim of promoting the cultural and artistic excellence of the territories surrounding the cities that participate in the Lega Serie B Championship. Beginning with the first action of the collaboration - official photographs of the teams taken not on the soccer field, but in front of one of their city's most representative monuments - the article explains the project and its social impact.