AC Milan have announced an unprecedented and monumental partnership with entertainment media company Roc Nation founded by rapper Jay-Z. The partnership is said to be driven by innovation, community, integrity and inclusiveness. According to AC Milan, the areas of focus include philanthropy, music programming, merchandise collaboration, brand amplification and creative activation, digital strategy and execution, commercial sales and cultural events and experiences. (I have highlighted the aspects that seem the most intriguing to me and where I believe Milan stand to gain the most).
Roc Nation are a major brand as they manage the likes of Rihanna, J Cole, Jay-Z, Shakira, Alicia Keys and Meek Mill. They also manage a number of professional footballers such as Kevin De Bruyne, Romelu Lukaku, Axel Witsel, Eric Bailly, Marcus Rashford and Federico Bernardeschi. The functions of the company include a record label, talent agency, touring management, concert production music, branding, film, apparel and philanthropy,
This partnership is a huge step forward as it represents an industry first ans shows Milan to an innovator ahead of the curve. Moreover, it shows the determination of Gazidis, Stylsvig and Rasmussen to engage major partners/sponsors around the globe.
Here’s what to look out for from the partnerships:
Brand Amplification - This will be the largest factor of the partnership. Roc Nation will expand Milan’s brand especially in the United States and bring visibility through the links between Roc Nation artists and Milan.
Merchandise Collaboration - This is one of the sexiest fads in football today. Merchandise collaborations and special issue jerseys. Think of PSG x Jordan, PSG x BAPE and Juventus x Palace. These deals can be lucrative as they generate a lot of hype and the sales boost revenues.
Digital Strategy - Milan have already significantly improved their online presence and delivery on platforms such as Twitter, Instagram and even launched their app. This partnership will take all of these further to solidify the brand name.
Commercial Sales - Think match promotion, think of the Nuovo Stadio Milano as a concert venue for Roc Nation artists and similar crossovers.
Milan’s Chief Revenue Officer, Casper Stylsvig commented,
“AC Milan as a club has always looked to push the boundaries and do things differently. This ambitious partnership will help us to showcase the power of the AC Milan and Roc Nation brands across sports, entertainment and lifestyle and provide us with some exciting new ways to engage with our fans and partners around the world. We showed a glimpse of what we are capable of by delivering the ‘From Milan with Love’ event under extremely difficult circumstances and I can’t wait to build on this success.”