Latina Calcio, the only club in Italy with two technical sponsors

Among the Serie A, B, and C leagues, there is a unique case in Italy that goes by the name of Latina Calcio. The team from the capital of the Pontine region is, in fact, the only one in professional Italian football that can boast two technical sponsors. adidas, which supplies the technical training and pre-match gear; and Ezeta, the brand responsible for the game jerseys that the "nerazzurri" wear on the field every Sunday. But what is behind this unusual choice, which makes this team from Lazio an exception in Italian football? “I have to admit, at first, I was a bit skeptical myself. It was something that had never been seen before,” explains Francesco Terracciano, marketing manager of Latina Calcio. “Everyone told us it couldn’t be done,” echo Michele Paoletti and Enzo Contenta, founders and creative directors of Ezeta. Thanks to these three, the players from Latina now train with the renowned Three Stripes brand, while wearing the emerging brand's jerseys on the pitch. “Like all Serie C teams that work with major manufacturers, we face significant limitations when it comes to customizing our jerseys.”

“Our goal, however, was to create something unique: not the usual catalog product that most football clubs use,” says the team’s marketing manager, explaining the reasons that led the club to turn to Ezeta in its first experience with professional football. “We decided to start with the game jersey, which has the greatest visibility, is the most iconic, and is the one through which a team can truly stand out. When looking for someone who could provide this service, we turned to the team at Ezeta, given their past productions marked by historical and artistic themes, with an approach that enables a 360-degree new visual identity.”

“With Latina Calcio, we found fertile ground right away,” assures Enzo Contenta, one of the two founders of Ezeta. “Our model isn’t one that can be scaled widely but is exclusively for clubs ready to break the mold with vision and courage.” “We aim to celebrate culture through football,” adds Michele Paoletti. “We always start with an analysis of the area, choosing stories that can be shared beyond local borders and allow everyone to discover its characteristics through the storytelling of the jersey, which for us is a canvas to paint. At the same time, communication is just as important as the garment itself.”

“Our focus is not only on fabrics, patterns, and patches—to achieve a top-quality product—but also on its presentation. Professional models, editing, and everything necessary to develop a story that is conveyed appropriately.” This was exactly what the Pontine club was looking for, and it didn’t take long for the two parties to fall for each other. However, there’s another reason behind the collaboration that produced the now-iconic "nerazzurri" jerseys inspired by the legend of Ulysses and the Witch Circe, a homage to Latina’s roots and the Circeo promontory, a symbol of the Pontine coastline. “It was essential to separate the large-scale production, namely the training gear, from the game jerseys, especially given the expansion of the women’s and youth sectors. Both require a very extensive supply,” explains Latina’s marketing manager, continuing: “thus, with the crucial support of Sportuno, Ezeta's co-partner and adidas retailer, we managed to combine the two elements to meet all needs comprehensively.”

What was a necessity for the "nerazzurri" club, became a clear mission for Ezeta: “We started as an independent company with the aim of changing market rules for clubs whose technical sponsors limit customization,” the founders explain. “We don’t aim to compete with other brands but to work on all things creative and customizable. Our approach differs from everyone else’s: we place great importance on the architectural, archaeological, artistic, and historical aspects. We revive beauty and bring it onto the jerseys. We leave the technical materials to the big brands, as in the case of Latina Calcio with adidas. This allows us to focus entirely on the game jerseys, enabling us to release multiple collections throughout the year.” In fact, the two founders hint at exciting new developments on the horizon. “After the jerseys presented at the beginning of the season, which received great national and international success, we are now working on new prototypes. The idea came directly from Francesco Terracciano, and we hope to release them before Christmas. We don’t want to give anything away, but we can say they will be closely linked to the city.”