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Plenitude and Olimpia Milano, play for change.
Energy is a team game.
Plenitude is the main partner of Olimpia Milano for the 2024–2025 EuroLeague season. The basketball team, 31-time Italian champion, joins forces with Plenitude to make a positive impact on society.
Awareness, determination and progress: Plenitude and Olimpia Milano collaborate to give new energy to every action, together towards change.
Ballshit. Gender stereotypes are all balls.
On the occasion of the International Day for the Elimination of Violence Against Women, Plenitude and Olimpia Milano took to the court with an awareness campaign aimed at challenging the many - far too many - gender stereotypes. Five basketballs, five illustrations, five expressions representing different forms of violence: physical, verbal, psychological, and economic. To defeat them all, let us start with the words we choose to use, every day.
In the Euroleague pre-match on 21 November, 2024, Olimpia Milano players will took to the court with the Ballshit balls. To bring this message of change beyond the walls of the Unipol Forum, the artists' illustrations were turned into t-shirts, and the basketballs were displayed at the Plenitude Flagship Store on Corso Buenos Aires from November 25 to 30, 2024.
Community
To score together, we must start from the community: sport has always played a key role in improving social life for everyone, promoting values such as passion, respect, and inclusion. That’s why Plenitude and Olimpia Milano brought the Olimpia@School project into schools, officially launched on November 7, 2024, during the game against Real Madrid.
Change
Sport is a driving force for change, and through basketball, Plenitude aims to promote innovation with cutting-edge solutions. With the Olimpia@School project, six classes from various Milanese high schools transformed into real sports organizations, where each student took on a role, covering areas such as communication, sustainability, ticketing, marketing, social media, and sports. Plenitude made its experts available to the students to focus on sustainability, teaching them how to manage energy more consciously.
Future
This project was born from the collaboration between Plenitude and Olimpia Milano, together with Comunità Nuova Onlus and GiGroup, which contribute to building a more inclusive sports culture and support young people on their path toward future employment. The goal is to bring participants closer to the world of sports with a technical and educational approach, offering a comprehensive view of how the different areas of a sports organization operate. On April 10, 2025, the top students in each category, and the class with the highest overall score, were awarded.
Olimpia Milano and Plenitude also share the value of gender equity. That is why, on International Women's Day 2024, the players took to the court sharing the numbers of gender inequality and violence on their bibs. To win we have to get to zero, with the awareness that for women the game still remains open.
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