Serie A side AC Milan and Jay-Z’s entertainment agency, Roc Nation, are "linking up" to "scour the world for sponsors and use concerts and other high-profile events to attract new fans." It has been seven years since the seven-time European champions last competed in the Champions League. AC Milan CRO Casper Stylsvig said, "We’re working very hard to get back to where we should be." He cited Liverpool's success as a model for what his club is trying to accomplish. Stylsvig: "We have been talking to Liverpool because they’ve been through the same path as we are going through now." The pandemic that shut down sports "produced the first public manifestation of the partnership with Roc Nation" when Milan staged a live virtual fundraising concert headlined by Alicia Keys (AP, 7/9).
The club said that the deal will include a "merchandise collaboration, as well as various bits of digital strategy and events with the aim of achieving brand amplification in what is essentially the first agreement of its kind in Italy" (SEMPRE MILAN, 7/9).
