Fiorentina have become the first Serie A club to hand over shirt sponsorship to a charity after agreeing to have Save the Children's logo on the team's jersey.
The Florence-based club's agreement mirrors the move made by Barcelona in 2006, which broke from their tradition of having a sponsorless shirt to link-up with UNICEF.
Aston Villa had a similar agreement with children's hospice Acorns during the 2009-10 season, with Fiorentina now following suit to raise awareness of Save the Children's Every One initiative, which aims to dramatically reduce child mortality by 2015.
"Today we decided that our support to this international organisation, for an important project like Every One, should grow to a higher level," said Fiorentina vice-President Mario Cognigni.
"And we decided to offer, from the beginning of the championship, the most visible platform of communication that we have available - our shirt."
The Save the Children logo will be visible on the Fiorentina jersey from the first Serie A game with Napoli on August 29 and the partnership will also include a number of jointly-developed initiatives for promotion and fundraising during 2010.
Source: Sporting Life