AC Milan’s deal with Coca‑Cola took more than seven years to close, Matteo Signorini has disclosed, highlighting the growing complexity of elite football partnerships. Long‑term, relationship‑driven partnerships are becoming essential to football’s commercial landscape, and AC Milan Senior Sponsorship Sales Manager Matteo Signorini says the industry must adapt to that reality. Speaking during a webinar … Continue reading AC Milan’s Matteo Signorini on modern sponsorship