Soccer Football - Champions League - Round of 16 First Leg - Atalanta v Valencia - San Siro, Milan, Italy - February 19, 2020 Atalanta's Hans Hateboer scores their fourth goal REUTERS/Daniele Mascolo
(Reuters) - Atalanta president Antonio Percassi believes it is never too early to start supporting the club, so he sends a replica shirt to every baby born in the hospitals of their home city Bergamo.
The idea was hatched shortly after Percassi became club president in 2010. "Love and passion for the blue and black colours should begin with the new-born and grow together with them," Atalanta say in explaining the concept.
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