Serie A TIM: Genoa CFC unveil first letter of its new shirt sponsor for the remainder of 2016-17

Genoa CFC (Serie A TIM) have sported the symbol "S ****" on the main sponsorship space of its home shirt for the game against AS Roma (0-1, Matchday 19 of the 2016-17 Serie A TIM), on 08/01/2017. This is the first of five letters of the club's new shirt sponsor. The partnership, which runs until the end of the 2016-17 fiscal year, is estimated at €0.5m by the Italian media.

The name of the company, which is Italian, will be revealed gradually, with the emergence of a new letter each game. This communication operation in the form of "teasing" was designed by the communications agency Barabino & Partners, which also sponsors the shirts of the Genoa youth teams.

Genoa previously had the Prenatal brand (distribution of childcare products) as the main shirt sponsor from 22/10 to 31/12/2016. The club began the 2016-17 season without a main shirt sponsor.

• The symbol of the new main shirt sponsor of Genoa is accompanied by the phrase "Al Genoa scriverei una canzone d’amore, ma sono troppo coinvolto" (roughly translates…