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AC Milan continues to add new sponsors with Harmont & Blaine deal

Photo: Pitch

Italian Serie A football club AC Milan has signed up apparel company Harmont & Blaine as the latest addition to its sponsorship portfolio.

Over the two-year deal, the brand will provide formalwear and club uniforms for the senior men’s and women’s teams, as well as technical staff.

The agreement’s activation will also involve the development of projects across digital and retail experiences.

AC Milan has made a number of recent sponsorship additions after realigning its sponsorship strategy.

This centred on a restructured agreement with main sponsor, global airline Emirates, which allowed the club to open up new categories in its portfolio, including its sleeve, training kit and women’s team front-of-shirt sponsorship rights.

In August, Banco BPM agreed to become the first independent front-of-shirt sponsor of the club’s women’s team.

An expanded, 10-year agreement with video game developer EA Sports was also signed in August, while gambling platform Yabo Sports joined the club as its regional sponsor in Asia.

Elsewhere in Serie A, Caligari has extended and developed its association with Italian telco Tiscali.

After enjoying visibility on the club’s training kit throughout the 2019-20 season, the brand’s deal has been upgraded to include exposure on the back of the club’s playing kit.