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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.