Why an Italian team now have an England flag draped across their new kit

 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.