Al-Ittifaq adopt Chievo-inspired crest as cross-border club project grows

Al-Ittifaq FC have launched a new club crest based on AC ChievoVerona’s colours and visual identity, strengthening a cross-border partnership covering sporting operations, youth development and player pathways.The UAE First Division club have replaced their previous circular badge with a shield design using Chievo’s yellow-and-blue colour palette while retaining the falcon as a central symbol of Emirati culture.ChievoVerona said: “The new crest represents the evolution of a shared sporting vision built on collaboration between two organisations united by common values and objectives.”The redesign is intended to make the relationship between the clubs immediately recognisable while preserving Al-Ittifaq’s local identity.The falcon has been reworked within the new badge as a symbol of strength, determination and belonging, creating a visual link between the UAE club and their Italian partner without removing regional cultural references.The decision reflects a broader approach to football brand architecture in which clubs under shared strategic projects use related identities to communicate alignment across markets.Al-Ittifaq and Chievo are working together across academy development, coach education, infrastructure, technical knowledge and sporting operations.The clubs are also developing pathways intended to move players between Europe and the Middle East, giving the partnership a recruitment and development function beyond commercial branding.Recent moves involving Daniele Baselli and Douglas Costa have provided visible examples of the wider sporting project connected to the two organisations.Chievo are rebuilding their own football operation after returning under the historic club name, with former captain Sergio Pellissier leading the project.The Verona club are seeking to combine their local heritage with a more international development model, while Al-Ittifaq gain access to European football knowledge and a recognisable sporting identity.Shared branding can support commercial presentations, digital content and partner conversations by giving separate clubs a clearer collective narrative.It also creates potential risks if local supporters believe an imported identity is replacing established club traditions, making the retention of Al-Ittifaq’s falcon an important part of the redesign.The new crest will now become the public symbol of a partnership that the clubs intend to develop across coaching, infrastructure, recruitment and youth football.