How many sex scenes can you fit in a 15-minute window? We only ask because a porn channel in Italy (where else?) bought the rights to air Serie A team Fiorentina’s UEFA Cup first round match. We think the halftime show might focus less on analysis and more on anal. In any case, it’ll be a lot better than what FOX Soccer or Setanta will show.

A milestone was reached last week in Italy when ContoTV, a hardcore porn channel, outbid other broadcasters… ContoTV executives describe it as an attempt to offer their viewers “something different.”

Yeah, that’s one way of putting it. You would think that either the Italian FCC (motto: we make the shows run on time!), Fiorentina themselves or another station would give money to the runner-up to outbid the nudie channel.

We would make an MLS joke here, but it would involve Beckham and Landon Donavan. We don’t want to go there.

Now this is sexy football [Metro.co.uk]