We know that to TIFA (cheering for a team) is just half of the game for Italians.

To GUFA (jinxing a rival) is to the same degree of importance and, sometimes it could be more pleasant.

Who knows Italy and knows football, knows this.

Sky TV has the best offer of football contents in Italy. But it is not just about quantity.

Sky provides the best because it understands how to be a “real fan” feels like, and designs its contents accordingly.

We wanted to prove it, taking football from the point of view of those who passionately love it.

+500.000 fan on Sky Sport Facebook fan page

More than 600.000 TIFA e GUFA interactions generated in 3 months.

In addiction, we created a special game between Inter and Milan.

Fans could post their TIFAs and GUFAs on an interactive billboard in the centre of Milan.

A head to head challenge played in a public space to decide which team is the most beloved in the city. Fans accepted the challenge with more than 30.000 interaction in less than 3 weeks.

The Inter player Wesley Sneijder joined the match, “supporting” his fans on twitter and personal website.