- Serie A club Genoa has unveiled a new kit featuring the St George's Cross, accompanied by the slogan "it's coming home".
- The club's announcement video emphasises Genoa's historical connection to the St George's Cross, noting its use as their patron saint's symbol during the Crusades, predating England's adoption.
- England began using the cross in the 13th century, with English ships flying Genoa's flag as a deterrent.
- Genoa's marketing campaign for their 2025/26 away kit reasserts their status as the original holders of the iconic flag.
- The slogan "it's coming home" is used shortly after the Lionesses' Euro 2025 victory, where they defeated Italy on their way to the title.
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