Italian Serie A football clubs AS Roma and AC Milan have entered into partnerships with German fashion house Hugo Boss and video game developer Konami, respectively.
Hugo Boss has agreed a two-year deal to become Roma’s official fashion partner. The agreement covers the 2017-18 and 2018-19 seasons.
As part of the deal, Hugo Boss will provide the club’s players, coaches, management and technical staff with formal suits and casualwear outfits. The first-team squad will wear Hugo Boss clothing at all official club events during the Serie A season, and for European games.
Hugo Boss has created a new exclusive range for the team as part of the deal. The range includes a three-piece blue suit from the ‘Create Your Look’ line, which will be available in Hugo Boss stores in Rome, Milan, Florence and Verona. Coats and knitwear products will also be provided during the winter months.
Konami, meanwhile, will serve as Milan’s official video game partner. The deal, the length of which was not disclosed, builds upon Konami’s licensing agreement with the club for its Pro Evolution Soccer series.
Konami has used its proprietary 3D scanning systems to create in-game models of the club, including its San Siro stadium and players, in the recently released PES 2018. The game features realistic photos of the team’s players, as well as accurately recreated sounds from the San Siro.
Konami and PES 2018 will also be promoted across the San Siro on match days, with additional promotions to take place in official partner zones around the ground.
Konami last month agreed a similar deal with the club’s cross-city rival Inter Milan.