Italian Serie A club AC Milan has extended its sponsorship contract with Italian pasta brand La Molisana.
The deal, which builds on an association which began with the 2018-19 season, will now run until the end of the 2020-21 campaign. As detailed by SportBusiness Soccer, the previous two-year contract was worth €300,000 ($349,000) per season.
The renewal includes additional LED visibility for the brand during AC Milan matches. Activation will also centre on a number of digital collaborations.
Rossella Ferro, marketing director of La Molisana, said: “It is an iconic club and our relationship allows us flexibility in the way we communicate our brand in Northern Italy, which is key to us.”
The extension follows a period of significant sponsorship activity at AC Milan over recent months. A restructuring of its agreement with main sponsor, global airline Emirates allowed for a shift in strategy and the opening of new sponsorship categories.
The strategic shift was explained to SportBusiness by Casper Stylsvig, chief revenue officer of AC Milan, in July.
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.
La Molisana forms part of the official partner tier, which along with the pasta brand comprises nine companies: A2A, Alps, Avis, Beretta, Gruppo Crai, Harmont & Blaine, Radio 105 and Roinvesting.