Milan, Wefox new sponsor: 5 million enter

After the sleeve, the “Back-of-Shirt”, that is the lower part on the back of the shirt. The one under the number, in short. AC Milan’s commercial project is enriched by a new partner and, after the previews of recent days, today the official status has arrived: the Rossoneri club is linked to Wefox, a German company of “insurtech” (digital insurance: ranging from policies car insurance coverage for the home, passing through accidents) who chose via Aldo Rossi for the first landing in Italy. Wefox (revenues of over $ 140 million in 2020) will be the first back jersey sponsor in the history of AC Milan, joins the Premium family with Puma, Emirates and BitMex, and will debut on Friday night at Milan-Udinese at San Siro .

Project

—

The CEO Rossonero Gazidis, a field man also called – and in some respects above all – to revitalize and implement the commercial area of ​​the club (the club’s revenues had been at a standstill for several years), has always made it clear that the goal of making the brand attractive again Milan would have taken time, after a fairly long period without European cups. Now the virtuous circle has been reactivated, thanks to the Champions League (i.e. sports results) and thanks to the stadium project (i.e. the presence of an essential asset for the sustainability of a top-tier club). In purely numerical terms, this with Wefox is the 26th partnership – between new companies and renewals of existing contracts – written in black and white since August 2020. There is movement at Casa Milan, as the previous agreements testify – to do some examples – with Gatorade, Lete, Bitmex (the first sleeve sponsor in the club’s history), Expo 2020 Dubai (an event in which Milan also opened an academy for all children between 6 and 14 years of age in Sport, Fitness and Wellness Hub of Expo), Sony Pictures, or strategic agreements to conquer new territories and sectors beyond football such as Google, Amazon, Apple music, Roc Nation. Or again, BMW, a partner who joined the Rossoneri fleet in the spring of last year.

Renew

—

The growth linked to commercial agreements and partnerships in the last balance sheet was over 17 million compared to the previous year and, in the specific case of Wefox, the annual amount paid into the Rossoneri’s coffers – the value of the agreement was obviously not disclosed – it is included in a range between 5 and 8 million. In short, a jersey that is starting to weigh, even economically. The sleeve sponsor Bitmex, who arrived at the beginning of the season, for example brought another 5-6 million and there are renewals at stake (attention: not necessarily renewals, but also potential news) with the jersey sponsor (Emirates) and the sponsor technical (Puma). Gazidis’ recent trip to the Dubai Expo has in fact led to reflections and comparisons with Emirates (14.2 million per year in 2020-21): it cannot be excluded that, with a view to renewing the existing agreement that is expiring in 2023, we can have an upward retouch as early as next season.