Pirelli backs 'Match for Peace' with #P4Peace

ROME (Aug. 28, 2014) — Pirelli & C. S.p.A., citing the “multicultural, multi-religious and multi-ethnic values” that it considers integral to its culture, is throwing its support behind the upcoming “Inter-religious Match for Peace,” an all-star exhibition soccer match on Sept. 1 in Rome being held to support charities in Argentina. 

Pirelli said its support of the Match for Peace and development of related projects reflects its commitment to promoting sport as a powerful means of cultural and generational dialog and integration.

Among the initiatives Pirelli is undertaking:

• putting up for auction a Formula 1 race tire signed by all of this season's drivers;
• selling a limited-edition “T-shirt for peace” through its various on-line and retail establishments; and
• promoting the event via the “#P4Peace” social media campaign, which encourages fans to publish selfies — displaying a “P” for peace drawn on their hand, face, T-shirt, flag, banner, etc. — on their social networks.

The match itself draws on the inspiration of Pope Francis' ministering to the disadvantaged and will support two non-profits — Scholas Occurrentes, an educative entity that uses technology, art and sport to promote social integration, and Fondazione P.U.P.I Onlus, which promotes and supports long-distance adoption programs and helping those who suffer.

Pupi Foundation ( and Scholas Occurrentes ().

Proceeds will go the project “Un'Alternativa di Vita,” which will provide the children of Buenos Aires, Argentina, with a concrete, structured and continuous support and will promote the development of the Net of the Schools for the Meeting.

The match itself will be played at Rome's Stadio Olimpico featuring teams of players chosen from among the best players in the game representing different cultures and religions — Buddhist, Christian (Catholic, Protestant, Evangelic), Jewish, Hindu, Muslim and Shinto.

Gerardo “Tata” Martino, coach of Argentina's national football team, and Arsene Wenger, manager of Arsenal football club, will assemble teams from a selection of more than 50 well-known players of today and the recent past, including luminaries such as Brazil's Ronaldinho, Italy's Roberto Baggio and Argentina's Lionel Messi.

Pirelli claims its social media campaign #P4Peace has been supported by more than 70,000 fans and has been viewed by 2.5 million people. The selfies of Pirelli employees have also been made into a video — which will be shown at the Olimpico stadium on the evening of the match — underlining the values of multi-culturalism and integration, which the event aims to promote and which have always distinguished Pirelli's entrepreneurial culture, the tire maker said