Milan targets China with new sponsor, Udinese extends with partner

AC Milan has agreed a sponsorship deal with mineral water brand Alpenwater, while fellow Italian Serie A football club Udinese has extended its agreement with Acqua Dolomia.

Alpenwater has signed a multi-year deal to serve as the official water of Milan.

The company will work with the club on promotional campaigns in Italy and Greater China – a key target market for both parties.

The partnership marks the first Chinese sponsorship deal signed by Milan since its takeover by Rossoneri Sport Investment Lux in April. The Luxembourg-based venture is controlled by investor Yonghong Li and replaced the original Chinese bid vehicle, Sino-Europe Sports Investment Management Changxing (SES), to purchase Milan.

Lorenzo Giorgetti, Milan’s chief commercial officer, said: “On one side, this partnership gives AC Milan the opportunity to link its brand to one of the fastest growing companies in the mineral water sector operating in China; on the other, it allows Alpenwater to use AC Milan as the perfect strategic partner to enter key markets, both in Europe and worldwide.”

Meanwhile, fellow water brand Acqua Dolomia will continue to serve as an official partner of Udinese as part of an extended deal with the club. The new deal will cover the 2017-18 season.

Dolomia will benefit from brand exposure at Udinese’s Dacia Arena on match days, while joint marketing initiatives will also be launched throughout the season. Dolomia will also provide the club with a range of its products.