Italian club’s new initiative with entertainment company will include merchandising collaborations.
Italian football club AC Milan has joined forces with entertainment company, Roc Nation, to create what it describes as ‘purpose-driven initiatives and experiences’.
The new partnership between the club and Roc Nation – which was founded by Jay-Z in 2008 – will build on the ‘From Milan With Love’ tie-up which brought together some of the world’s biggest musical acts to provide entertainment and fundraising opportunities during the pandemic, reported Sport Industry Group.
While the partnership will centre around philanthropy, it will also embark on merchandising collaborations, creative activations and cultural events as it looks to build the Milan brand and add value to its commercial partnerships.
Roc Nation will also be helping the club to expand into the areas of entertainment and lifestyle as part of the partnership.
“This partnership between AC Milan and Roc Nation represents the coming together of two powerful organisations with strong values at their core,” said Ivan Gazidis, ceo of AC Milan. “Our shared commitment to inclusiveness, progressiveness and excellence will drive everything that we do and I am very excited for what’s to come.”