HomeNewsNewsDrinks - Mineral WaterFootballItaly

AC Milan renews Official Water deal with ALPS Italia

Serie A club AC Milan has renewed its partnership with local bottled water brand ALPS Italia.

Under the multi-year deal, ALPS will retain its designation as the Official Water of AC Milan.

As an Official Partner, ALPS will benefit from collective image rights to the AC Milan squad, on-site exposure at the San Siro, and rights to produce co-branded content for digital media platforms.

This season, ALPS will launch its ‘For Love’ campaign, an activation aimed at promoting a healthy lifestyle among sports and football fans.

Both ALPS and AC Milan are currently focused on building their brands in key overseas markets, with a focus on China.

Casper Stylsvig, chief revenue officer of AC Milan, said: “We are delighted to continue this impressive relationship with a brand that allows us to strengthen our presence in Greater China and get more in touch with a strategic fanbase of close to one hundred million supporters.

“The goals of the club and of ALPS are the same, namely those of establishing ourselves in the key markets, both in Europe and in the rest of the world.”

ALPS has been an Official Partner of AC Milan since 2017. The company was founded in 1868 after a climber discovered the brand’s two original spring pools in Lanzo D’Intelvi mountains.

AC Milan’s other Official Partners include car rental brand Avis, Italian beer brand Peroni, and Pro Evolution Soccer 2019.

Most recent

1XBet spent big to oust BetVictor as Liverpool's exclusive betting partner, and MG Motor upgraded its China deal to global

When the IMG agency was acquired by WME and Silver Lake Partners in 2014, some industry experts thought its marketing services arm, IMG Consulting, would be sold off under new management

Several Premier League clubs have seen uplifts of 40 per cent or more in the value of their front-of-shirt rights going into the 2019-20 season, SportBusiness Sponsorship has learned.

Tyre company Continental opted to upgrade to a premium stage finish sponsorship package at this year’s Tour de France