Mexican soccer team replaces names on back of jerseys with Twitter handles

This is happening:

A soccer team in the Mexican Primera Division has taken the unusual step of replacing the players’ names on their jerseys with their Twitter handles.

On Friday, the Club de Fútbol Jaguares de Chiapas (los Jaguares) unveiled the new look, which includes the player’s number, his Twitter handle, and then the account of the chief sponsor, @CervesaSol.

“Conscious of the age we live in, where we can all stay in touch through the Internet no matter how distant, Jaguar launched a campaign and carried out various activities linked to Twitter,” according to a statement from the club.

“In football as in life, 140 characters are enough to decide which side you’re on,” the club added. Much of the club’s home page is deciated to the club’s social media activities, with a feed tracking mentions of the club’s handle, @soyjaguar.