Behind every successful sporting project are values, people, and businesses that believe in change. C&C has chosen to be part of this, moving beyond the simple role of a sponsor: supporting people, young athletes, and values that flourish every day within our region.
In 2025, we didn’t just sponsor, we acted. Together with CUS Genova Rugby, we reached hundreds of families and students, delivering a real, measurable impact on the future of our community.
During the 2025 Genoa’s Festival of Sport, a key city event patronised by the Municipality of Genoa, CUS Genova Rugby maintained a presence for an entire week with a dedicated stand. On that occasion, hundreds of children and teenagers were introduced to rugby through play, while families received information on sporting and academic pathways, thanks to the collaboration with the University of Genoa. This period of great visibility and participation culminated in one of the club’s Under-16 athletes being named Junior Sportsman of the Year.
CUS’s commitment extended far beyond traditional sport. In 2025, the club participated in Sport Ability Day at the Sciorba Stadium in Genoa – a day dedicated to inclusive sport, where children and young people with and without disabilities shared the pitch, the game, and the fun. This initiative was made possible by the presence of a specialist coach in Integrated Rugby, a professional trained to use sport as a tool for social inclusion, personal growth, and relationship building.
The same spirit guided their participation in Dynamo Camp City Genoa, where CUS instructors worked alongside youngsters involved in therapeutic recreation programmes, offering weekly sporting activities throughout the summer. This experience demonstrates how rugby can become a vehicle for well-being, smiles, and opportunity, even outside traditional settings.
Alongside these initiatives, CUS Genova Rugby played a leading role in numerous city events: from the 2025 Expo Prodotti Liguri in collaboration with Coop Liguria, to the “CUS Genova in Tour” project, which brought rugby to the squares of Genoa’s neighbourhoods, creating direct contact with families and children and strengthening the bond with the local area.
The work carried out in schools was also fundamental, with over 100 hours of activity across secondary schools and comprehensive institutes, contributing to the promotion of sporting values among the younger generation. The results speak for themselves:
+23% increase in registrations in the Under 6–12 categories.
+35% increase when including the Under 14s, thanks also to new sporting collaborations.
For C&C, supporting CUS Genova Rugby means investing in a project that unites sport, inclusion, education, and community. It is a concrete example of how sponsorship can transform into shared value, capable of generating growth that is not only athletic but also social.
We look forward to 2026 with enthusiasm, ready to continue this journey together, convinced that true success arises when business and sport pull in the same direction.
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CUS (Centro Universitario Sportivo) Genova is an amateur sports association that serves as the operational arm of the University of Genoa for the promotion and practice of physical activity and sport. Founded in 1947, it is currently the largest multi-sport club in Liguria, acting as a benchmark not only for the academic community (students, faculty, and administrative staff) but also for the wider citizens of Genoa.
Know more: https://www.cusgenova.it/
