Italian soccer giants AC Milan have announced a new partnership with US headwear company New Era.
Through the tie-up, announced today (June 30), the two parties will launch an exclusive collection of headwear.
The debut collection will be available to purchase from both New Era and AC Milan online stores and outlets from today. Each style features AC Milan’s club crest alongside New Era’s flag logo.
The launch collection includes a range of classic New Era styles and a limited edition 123 59FIFTY caps to highlight the 123 years since the club was founded.
Casper Stylsvig, chief revenue officer of AC Milan, said: “This deal strengthens our positioning as a versatile and modern football brand, helping us to go beyond the playing field and to reinforce our bond with our global fanbase.
“We are truly excited by the potential of this partnership and to share with our fans a new range of products that will bring our beloved red and black colors in all corners of the globe.”
Paul Gils, vice president of EMEA at New Era, added: “We are overjoyed to be partnering with AC Milan, one of the most successful and iconic clubs in the world. The debut headwear collection celebrates the spirit of the Club, and we look forward to sharing this with AC Milan fans around the world.”
The partnership with New Era is part of a series of strategic collaborations the Serie A club have entered to engage younger fans.
Similar tie-ups have been agreed in recent years with brands such as the New York Yankees, Off-White, Warner Bros, Sony, and Roc Nation.
Stylsvig outlined Milan’s innovative commercial strategy in a recent interview with GlobalData Sport.