You may have seen me tweet about this last night and it is something that is really interesting and will set many minds ticking at different sports organisations.

I have been talking about the need to integrate and promote Twitter, Facebook and YouTube accounts in my work for a while now.  It is easy to set up a presence in social media but it is harder to promote outside of this space and gain buy-in from other parts of the organisation.

This I hope will set a precedent for other teams in how they can use their assets, things that they already own and can use, to help raise awareness of for example their Twitter account.

The reason that Valencia chose this moment to do it was more out of a need to do something on the shirt.  The club has a temporary absence of a paying sponsor for their shirt so one of their bright marketing guys managed to persuade the powers-that-be that this was a great idea.

It will certainly get the attention of bloggers like myself and am sure will get a little mainstream attention as well.  There is a thing about being the first to do something and the PR that this will naturally attract.

Wonder if we see this on other kits and items for teams and athletes in the coming months?  I hope so.