The Italian Serie B league, in collaboration with the Ministry of Tourism, has launched “From Stadium to Italy. Play the Beauty,” an international initiative that blends sport, culture, and tourism promotion. The project aims to highlight Italy’s excellence—from landscapes and historical landmarks to cuisine and traditions—using Serie B matches as a showcase for the country. Kicking off in the third round of the Serie BKT season, the program will run through the playoffs in 2026. Alongside the 20 league clubs, regional governments, municipalities, and local associations will also take part, turning each game into an opportunity to promote Italian culture and destinations. League president Paolo Bedin described each match as “an event within the event,” combining the thrill of football with cultural discovery. The campaign’s slogan, in both Italian and English, underscores its mission: bringing Italian beauty from the stadium to the world. The initiative includes LED signage inside stadiums, dedicated content on Serie B and Tourism Ministry social media channels with the hashtag #SerieBellezzaDaVivere, and a focus on accessibility to ensure experiences are inclusive for people with disabilities.