AC Milan adds BMW to premium partner sponsorship category

AC Milan has named German car manufacturer BMW as one of the Serie A club’s new premium partners.

In joining the team’s second tier of club sponsors, BMW will become AC Milan’s automotive partner, receiving full integration across the club’s platform and exposure on Rossoneri’s digital and physical assets.

In addition, it has also been announced that the two parties will work together on branded content and a range of exclusive events and initiatives.

“As part of our partnership, we are not just limiting ourselves to comms and visibility collaborations, social media interactions, or physical and digital events,” noted Massimiliano Di Silvestre, President and Chief Executive of BMW Italia. “Our ambition is to go beyond the technical aspects of a traditional partnership, by pooling some aspirational values of our brands, in order to be more authentic.

“These shared elements have naturally emerged during our preparatory meetings. The keywords will be culture, style and burst of innovation, but also corporate social responsibility and sustainability.”

Through the agreement, BMW will also provide AC Milan players and first-team staff with access to its technology and mobility solutions.

The carmaker joins video game developer EA Sports – which penned a ‘symbolic’ partnership with AC Milan last year – Italian bank Banco BPM, and digital wallet provider Skrill in the premium partner category.

AC Milan’s Chief Revenue Officer, Casper Stylsvig, added: “Strategically, this partnership represents a very important moment in the club’s growth path that will allow us to engage and excite millions of sports fans all over the world by leveraging on the strength of the two brands.”