club06 November 2021

"AC MILAN IS EVERYTHING": HOW AC MILAN GOT READY FOR THE MILAN DERBY OFF THE PITCH

Through its "AC Milan is Everything" campaign, the Club aimed to reiterate its values and multifaceted nature

With the Milan Derby fast approaching - a game which will be sponsored by Emirates - the Club has been carrying out numerous special initiatives in the city and online. These activities have amplified the passion for the Rossoneri colours, creating a crescendo of emotions that is accompanying fans in an exciting journey towards Sunday evening’s game.

"AC Milan is Everything" is the umbrella under which the Club has implemented a series of initiatives ahead of one of the most important matches of the season. The aim is to give further resonance to the emotions that this match is able to generate, as well as to further strengthen a strong and solid bond with the Rossoneri fans.

The campaign's high point came with the publication of an evocative video on AC Milan's social media channels. The video stars Rossoneri defender Fikayo Tomori, as a symbol of a united team proud to wear the Rossoneri colours and to embody the style and the values that the Club represents. The video features a traceur performing in some of the most iconic neighbourhoods in Milan, a city that had already turned red and black through projections that lit up the NoLo, Isola, Navigli, Ticinese, Centrale and Brera districts.

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As part of the initiative, AC Milan has further consolidated its AC Milan for All (Il Milan per Tutti) accessibility programme. In line with the Club's vision, this project is centred on future generations and is part of the broader RespAct Manifesto, which aims to break down all barriers and overcome social prejudices by promoting inclusivity, awareness and the sharing of positive sporting values. The audio-description service for blind and partially sighted fans will have a special focus on fans under the age of 18 this Sunday, with Club guaranteeing them priority access to the sector dedication to audio description.

Additionally, the Club will be hosting a free screening event at the exclusive Club 40/40 in Manhattan, in the heart of New York City, in partnership with Roc Nation and AC Milan Club New York City. The event is part of the new format "From Milan to Many: Watch Parties" and it is dedicated to the large local fanbase, who will have the opportunity to follow the match in an exclusive location while immersed in a special Rossoneri atmosphere. For the occasion, partner Roc Nation has also collaborated with the Club to create a special playlist called "AC Milan is Everything". This will be available on the music streaming platforms Apple Music and Tidal.

Furthermore, there will be special coverage on Milan TV, which will look ahead to Sunday's showdown and feature historic Derbies and interviews from key figures in previous cross-city clashes. This will be the prelude to matchday, when Giorgia Tavella will be joined by renowned guests, including Luca Serafini, Andrea Maldera and Marco Cecchinato on a day completely dedicated to the Derby with exclusive previews and fun facts about the game.

There will also be digital activities designed for younger fans: Call to Action content will be published on the Rossoneri's Instagram profile asking fans to interact with the Club by sharing what AC Milan represents for them. Additionally, the Club will broadcast a Live Reaction event on its Twitch channel from The Studios in Casa Milan from 20:45 CET featuring Lollo, Garrincha and many guests. 

To underline the importance of this game both on and off the pitch, the Club is also engaging in a series of special Derby-related activities with its partners:

  • Socios has launched the "Speaker for a day" contest, with a woman picked to announce the line-up of the two teams alongside Gegio, AC Milan’s iconic stadium announcer; this is an initiative that aims to enhance the Club's relationship with its supporters through fan engagement activities, something which is at the heart of the partnership with Socios.
  • As part of the partnership with the historic pasta maker La Molisana, chef Giuseppe Postorino will be hosting a cooking show in the "Top Club" Hospitality room in San Siro. This will see the involvement of Daniele Massaro and aims to offer an exclusive experience to all guests.
  • To further showcase the concepts of style and elegance that have always distinguished AC Milan, the team will arrive at the San Siro stadium with the Travel Accessories Collection created exclusively by ETRO, the prestigious fashion house with which the Club has recently renewed its partnership; the team will also wear the garments belonging to Harmont & Blaine's new capsule collection.
  • In collaboration with EA Sports, and as part of their "Power by Passion" campaign, FIFA 22 interviewed a Rossoneri fan, who commented on their feelings towards the Derby.
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