The strategic alliance is highlighted by the exclusive streaming of the official AC Milan club channel content in China mainland for the first time. Meanwhile, Le Sports have been granted various advertising and promotional rights as the “Official Partner” and the “Official New Media Partner” of AC Milan in China.
Barbara Berlusconi, CEO of A.C. Milan commented: “This new sponsorship deal is an important achievement for A.C. Milan. We bring the history and prestige of our club to China, and Le Sports will promote and enhance the experience of our contents through their highly technological platform. With this partnership we further reinforce a commercial relationship with a country in which AC Milan is the top football club with the highest number of fans and a greater digital growth than other major European clubs. For us China is a primary objective and all our efforts are focused on enhancing our presence in that area.”
Mr. Lei Zhenjian, the CEO of Le Sports, said of the partnership, “We are honored to announce this great partnership with AC Milan, which is such a great football club and has so many supporters in China. As is known to all, Le Sports is also the exclusive new media broadcaster of Serie A in mainland China. We believe such partnership with AC Milan will to the largest extent promote the influence of the club, as well as the Serie A, in China.”
Marco Bogarelli, President Infront Italy, commented on the agreement between AC Milan and Le Sports, “that this partnership demonstrates how football is increasingly gaining importance into the Chinese market and how valuable brands such as AC Milan can give visibility and recognition to media companies. Infront leadership in the sponsorship market and its stronger presence into the Chinese market, allow us to create synergies between Chinese and global brands, in order to go beyond each individual reference market borders, to reach visibility and create global brand awareness.”
The partnership with AC Milan is the latest significant achievement of Le Sports, and adds to other exclusive media rights deals, including the Wimbledon from 2016-2018, the English Premier League in Hong Kong from 2016-2019, as well as the five-year global partnership with ATP.