AC Milan strike new partnership with Roc Nation to ramp up digital and commercial activities

Giants of Italian football, AC Milan, has signed a new, wide-ranging partnership with Jay Z’s Roc Nation agency, that will include supporting the club’s digital and commercial activities. The deal marks Roc Nation’s first partnership with an elite European football club.

The Jay Z owned company will be tasked with ramping up AC Milan’s current and future commercial partnerships, spanning philanthropy, music programming, merchandise, third-party collaboration, branding and creative activation, the execution of digital strategy, commercial sales, and cultural events and experiences.

The deal was signed off after Roc Nation provided assistance on the production of the recent From Milan with Love digital music event. The tribute to frontline workers put on by Milan in May incorporated talent from Roc Nation’s roster, including Alicia Keys.

Michael Yormark, president of Roc Nation’s international sports division, said: “Both brands possess a strong commitment to community, which was evident through the success of ‘From Milan with Love’. I am looking forward to building on that success by creating more opportunities together that combine the integrity of the club’s rich history and Roc Nation’s signature ability to create and move culture.”

Milan chief executive Ivan Gazidis, added: “This partnership between AC Milan and Roc Nation represents the coming together of two powerful organisations with strong values at their core. Our shared commitment to inclusiveness, progressiveness and excellence will drive everything that we do and I am very excited for what’s to come.”

Roc Nation’s partnership with the Rossoneri marks its latest move in European soccer, with the agency’s roster of talent having been bolstered by the likes of Romelu Lukaku, who plays for Milan’s local rivals Inter, and Manchester City star Kevin De Bruyne.

Roc Nation also recently agreed to represent Manchester United striker Marcus Rashford for his off-field interests, having supported his successful campaign to provide free meals for British school children during the summer holidays.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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