Zegna, the Italian luxury fashion brand, has partnered with Real Madrid to provide clothing for the Spanish club’s men’s and women’s soccer and basketball squads and technical teams.

Through the multi-year deal, announced today (August 24), Zegna will be designated Madrid’s official luxury travelwear partner from the ongoing 2022-23 season.

A launch event for the tie-up will be held on September 30, and the Real Madrid soccer team will wear the clothing for the first time for their first away match in this season’s Champions League premier continental club teams tournament on September 6 or 7.

Last month (July), Madrid brought in German car brand BMW as its new official car supplier, taking over from Audi.

The club’s main sponsors are the Emirates airline and sportswear manufacturer adidas.

Meanwhile, Italian giants AC Milan have also today announced a multi-year partnership with new memorabilia auction house Athletic Club (AC) Momento.

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Through the tie-up, fans will be able to buy match-worn shirts from the Serie A team, with part of the proceeds going to the Fondazione Milan charity.

Shirts will be auctioned live during matches via the Momento Market app, starting with this weekend’s fixture against Bologna.

Every shirt will be represented by a digital certificate of authenticity.

Milan’s top-tier principal partners are Puma, Emirates, Konami, and BitMEX.

John Brennan, founder and chief executive of AC Momento, said: “We are thrilled to be partnering with the Italian champions to bring Momento Market to one of the biggest and storied fanbases in the world.

“It took a lot of creativity from both sides to bring this partnership to life, and I am grateful to the AC Milan team for their willingness to be first and break new ground.”

Casper Stylsvig, chief revenue officer of AC Milan, added: “Through this licensing partnership with AC Momento, the club continues to intercept new trends and digital technologies to reach, involve, and excite the more than 500 million Rossoneri fans around the world, allowing them to simultaneously support social causes that have always constituted the values, identity, and vision of this club.”

Elsewhere, blockchain-based fantasy platform Sorare has entered into an exclusive multi-year partnership with the Croatian Football Federation (HNS) and the Croatian Football League.

Through the deal, fans will be able to collect, trade, and play with Sorare’s digital cards featuring Croatian clubs and players.

The Croatian Football League is the 13th soccer competition to partner with Sorare, following deals with the likes of Germany’s Bundesliga, Spain’s LaLiga, and Italy’s Serie A.

Marijan Kustić, president of the HNS, said: “Our vision and obligation is to develop SuperSport Croatian football league both in commercial and marketing fields. In the last few years, our league has made huge steps forward in both fields, which has been confirmed with a newly signed TV deal.

“One of the fields where we want to improve is our use of new technologies in order to give fans a better experience and to help our clubs develop better relationships with international audiences.

“Sorare is at the forefront of this new industry and uniquely combines digital football games with collectible NFT cards, allowing us to expand our target audience and bring our football, our league, and our players closer to younger fans. We believe in the potential of this partnership and look forward to the launch of the first collection during the 2022-23 season.”