AC Milan trumpets its new mission ‘to redefine the sport experience’ as it announced a new sport/entertainment alliance with JAY-Z’s Roc Nation through a celebratory video called ‘Welcome To The Family – From Milan With Love’.
A 60-second social spot, posted on 9 July, promoted the new partnership which is positioned as ‘a unique and tangible partnership driven by innovation, community, integrity and inclusiveness’ and which focuses on driving home messages about style, unity, passion and culture (and not much football).
The spot and its paired campaign aims to position AC Milan as a transformative club and it started in early May with a virtual concert that raised hundreds of thousands for those working on the frontlines to fight COVID-19.
‘From Milan With Love’ was hosted by DJ Khaled and headlined by Alicia Keys and included performances by Robin Thicke, Kelly Rowland and others and was streamed across the team’s social channels and TIDAL?, as well as a number of international broadcasters.
This marked the first project on what the two parties claim will be a long and successful fusion.
“All of a sudden, it’s not about match day any more,” said AC Milan’s Chief Revenue Officer Casper Stylsvig. “It’s not about the build-up. It’s not about the manager interviews on a Friday afternoon. It’s about delivering entertainment every single day. Adding new content of a certain magnitude on a week-by-week basis has been fundamental for us and shows that the club is innovative and thinking in the right direction. It’s not only about financially benefiting from this; it’s about giving back to our fans,” added Stylsvig.
According to the club, the border between sport and entertainment is very fluid and it felt that the incredible energy from both brands generated by the concert demonstrated that they could mix the entertainment and music world with the sports world through ongoing events and initiatives – especially with an eye on Milan’s status as one of the world’s fashion capitals.
Outcome:
Since the spot was posted on 9 July it has notched up around 700K social media views on AC Milan’s own channels: led by 383k on Twitter, 200K on Instagram, 96K on Facebook and 11k on YouTube.
Comment:
The tie-up between AC Milan and Roc Nation is yet another example of the accelerating trend for blurring the traditional boundaries between entertainment, sport, music, fashion and culture silos.
The partnership comes amidst a period of change for the club which also includes new developments on the long proposed new Milan stadium, as well as its evolving brand transformation all based around its aim of AC Milan changing how football is experienced.
AC Milan, which has won seven UEFA Champions League trophies and boasts hundreds of millions of fans and followers around the world, has been accelerating its digital transformation through/because of the COVID pandemic (motivated by the time opened up and the absence of income due to football’s suspension.
During this period, the club delivered more than 2,000 care packages to senior season ticket holders aged 65-plus and ran daily content with messages of hope and unity and launched a tie-up with Headspace: in which goalkeeper Asmir Begovic raised awareness about mental health and held a live meditation session on the club’s Instagram.
Train your mind thanks to @Headspace, our new partner!
Mantieni la tua mente allenata grazie a #Headspace, il nostro nuovo partner!
➡ https://t.co/T5EW3uqsPR pic.twitter.com/6EyidOYpTX— AC Milan (@acmilan) April 10, 2020
Links:
AC Milan
https://www.linkedin.com/company/ac-milan/
https://www.tiktok.com/@acmilan
https://www.youtube.com/c/ACMilan
https://www.instagram.com/acmilan/
Roc Nation
https://www.facebook.com/RocNation
https://www.instagram.com/rocnation/
https://www.linkedin.com/company/roc-nation/
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