AC Milan has secured a ‘long-term’ partnership with Yabo Sports which will see the online casino and sportsbook operator become an official regional partner of the club across Asia.
The agreement sees Yabo Sports integrated into AC Milan’s ‘Digital Summer Tour’ of China with the firm added to its virtual fan village, a project which aims to increase fan engagement opportunities to Chinese fans.
AC Milan Chief Revenue Officer Casper Stylsvig commented: “We are delighted to partner with Yabo Sports, who will undoubtedly help us to grow our brand and connect with our millions of Rossoneri fans across the Asian region. Delivering high performance, localised partnerships that focus on shared business objectives is a fundamental aspect of our partnership strategy.”
Throughout the duration of the agreement AC Milan will look to increase its brand presence in Asia through the use of ‘interactive fan experiences’ with Yabo Sports. Moreover, the deal represents another move made by a European football club to increase its brand presence in the continent, with the area seen as a huge commercial opportunity for teams.
David Lee, Chief Marketing Officer of Yabo Sports, added: “We are very excited to join hands with AC Milan, a club with the second largest fan base in China. For the next three years, we very much look forward to working closely with AC Milan to deliver incredibly creative sports entertainment experiences for our fans in Asia and beyond”.
AC Milan will begin its 2020/21 campaign with a Europa League qualifier against Irish side Shamrock Rovers on September 17 as the club looks to build on from its round of 16 loss last season.
Insider Insight: AC Milan’s decision to create localised fan engagement opportunities with Yabo Sports throughout this agreement highlights the Serie A club’s intention to make China its ‘second home’. Additionally the move will further connect the club to the Asian market, which will only strengthen its brand in the continent.