British snack food company McVitie’s has agreed an expanded sponsorship deal with Italian Serie A football team AC Milan for its McVitie’s Digestive brand.
McVitie’s Digestive has been an official partner of AC Milan for the past two seasons but under the new agreement, the terms of which were not disclosed, it becomes a premium sponsor for the 2014-15 campaign.
As a result, McVitie’s will benefit from increased visibility in association with AC Milan, joining the club’s third sponsorship tier alongside Frecciarossa, Hotpoint, IziPlay, Huawei and Toyo Tires.
Its renewed association with AC Milan enhances McVitie’s presence in Serie A. Last month it agreed a shirt sponsorship deal with Genoa for the 2014-15 season.