Italian soccer giants AC Milan have announced a joint partnership with e-commerce platform ComAve and point-of-sale software provider Tamias, in order to enhance its global commercial offering.
ComAve becomes the official shopping experience platform partner of the club and will create a platform of brands, shops, and restaurants to offer worldwide discounts to Milan fans.
Tamias, meanwhile, becomes AC Milan’s point of sale solutions partner through the deal, aiming to drive fan engagement and support ComAve.
The inauguration of the partnership will also coincide with the launch of ComAve and Tamias in Italy, where neither has operated previously.
Maikel Oettle, Milan’s chief commercial officer, stated of the deal: “This [joint] partnership represents an innovative step in the digital world for our club, giving us the opportunity to create an additional touchpoint with our fans and offering them another way to feel involved with AC Milan in their daily lives, accessing products and services dedicated to them.”
The deal is a similar joint partnership to the one that ComAve and Tamias collectively agreed with English Premier League side Crystal Palace in 2023, with the two providers once again collaborating to enhance a soccer club’s e-commerce outlook.
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Tamias chief executive Adam Haines added of the latest AC Milan deal: “Fuelled by the groundbreaking momentum of our partnership with AC Milan, we are excited to embark on a journey of strategic collaboration with the dynamic leaders within AC Milan's business sphere, particularly those operating in the vigorous sectors of restaurant and retail.”
The deal will be global-facing, with an international outlook key to Milan’s commercial strategy over the coming years. The club has already taken steps to branch out into new markets and in November 2023 launched its first office in the Middle East, in Dubai.
At the time, Oettle spoke to GlobalData Sport of the club’s global strategy, explaining: “Our premise with our new ownership (RedBird Capital Partners) on this new growth path is really to try to play at the intersection of sports, fashion, and entertainment and to occupy a role in which we can have a cultural impact.”
In this regard, the latest partnership, which will strengthen the ties between the club and collaborative commercial brands and restaurants, will play a vital role over the coming years for Milan.