AC Milan have signed a partnership with Infront Sports & Media which will see the agency support the club in marketing and implementation of its entire sponsorship portfolio with the exception of the club's kit deals.
The partnership will run for five years, between the 2010/2011 season and the end of the 2015/2016 season. Financial terms were not announced but, given that Milan's commercial revenues topped €60 million last season, the agreement is certain to be a lucrative one for Infront.
The partnership was announced at a press conference which also saw four new sponsors announced: courier service AWS, anti-inflammatory drug Liotondol, mobile phone supplier Nokia and wine house Caldirola.
"The sports sponsorship market has evolved dramatically in recent years," said Adriano Galliani, chief executive of AC Milan. "Once, it was enough to display a sponsor brand and board around the pitch. Today, this is a more sophisticated job – we still need to offer brand exposure, but it needs to be enhanced by activation.
"This path of improvement continues and from now on we will work with Infront Sports & Media which has a strong international network throughout the world. This allows us to further expand our reach, taking advantage of our potential abroad."
Marco Bogarelli, president of Infront Italy, added: "With the addition of AC Milan to our portfolio of Italian clubs - including SS Lazio Rome, SS Città di Palermo and Cagliari Calcio - we are taking another important step forward in the Italian football world.
"Our main objective is to achieve greater balance in the club's revenue sources. Many clubs are still too dependent on revenue generated from television rights. We believe that the sponsorship and advertising of Italian football teams still has a way to go, both in terms of the existing product and in developing additional revenue options. Both partners will mutually benefit from the strong position in the world of club football and international sports marketing respectively."
Bogarelli's point is underlined by the fact that Milan received more than double its commercial revenues in broadcast revenues last season, according to Deloitte.