From Milan with Love: Agreement to support Italian soccer club’s digital and commercial ventures.
- US talent agency to support AC Milan across seven key verticals
- Those are: philanthropy; music programming; merchandise; third-party collaboration; branding and creative activation; execution of digital strategy; commercial sales; cultural events and experiences
- Roc Nations worked on club’s From Milan with Love tribute in May
Italian top-flight soccer giants AC Milan have signed a wide-ranging partnership with music producer Jay Z’s Roc Nation agency, including support on the club’s digital and commercial activities.
Roc Nation's first partnership with an elite European soccer club will also see it advise on the Serie A outfit’s philanthropic initiatives, aiming to position Milan at the forefront of social causes.
Through purpose-driven activation initiatives and experiences, Roc Nation will be tasked with globally amplifying AC Milan’s current and future commercial partnerships. The verticals covered by the deal are philanthropy; music programming; merchandise; third-party collaboration; branding and creative activation; 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.
- Remember, Villareal and Nigerian striker, Samuel Chukwueze also signed up with Jay Z Rock Nation
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 and England 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.
