Today in Europe, out of 4 amateur football clubs, 5 are facing serious financial difficulties and are at risk of disappearing. That’s the case for Feignies-Aulnoye, a fourth-division amateur football club. In December 2024, in the Coupe de France (French football cup), they faced the professional club Lyon, with an operational budget 847 times bigger. If the game between the two teams is unbalanced both in terms of sporting and financial capabilities, it’s also an unfair one for the amateur club supporters. Unlike fans of professional teams, amateur club supporters can’t buy their team's official shirt in stores, meaning they can’t support their club on equal footing with the pros. To help narrow the gap between the two clubs, Intersport, France’s leading sports retailer (and French football federation partner) , made history: by selling the first-ever amateur football shirt in their stores. A groundbreaking initiative, through which all the proceeds will go directly back to the club, allowing supporters to finally wear their local colors during such a historic match. Even more, the campaign was embraced by the whole amateur football world, and Intersport is now considering replicating the operation to support other grassroots clubs facing financial difficulties.