events29 September 2020


Millions of Chinese fans enjoyed a unique experience

The summer is usually an off-season period for football fans whilst it is a great moment of joy for Chinese fans. Many European Clubs choose to go to China to carry out the pre-season's activities and organise trips and friendly matches to reward the passion of the countless fans in Asia.

Due to the Covid-19 emergency, many Clubs cancelled the activities planned in China. However, AC Milan combined creativity and imagination to offer its fans the unique experience of the very first 'AC Milan China Digital Summer Tour'.

The AC Milan Digital Village officially launched on August 25, 2020. In this virtual village, the Club offered immersive digital experiences to millions of Chinese fans who had the chance to interact with the players and the Legends on a brand-new digital platform. They were able to take photos and collect autographs, listen to players' conversations, tour Milan landmarks, and play creative games as well as receiving the limited-edition gadgets and customised merchandise that the Club created exclusively for them. A big surprise for the Chinese fans was that the Rossoneri footballers addressed them in Chinese thus showing what the Club is doing to be even closer to its supporters all over the world.

AC Milan pop-up temporary store was also launched during the tour so that fans could get their very personal best memory thanks to customized and limited-edition products distributed and sold on multiple platforms including beautiful long-handled umbrellas and an elegant warming mug that were very welcomed. Last but not least, on the occasion of the upcoming Chinese Mid-Autumn festival, AC Milan also launched a special limited-edition moon cake gift box giving fans the opportunity to enjoy delicious Rossoneri food.

AC Milan official partners joined the China Digital Summer Tour with their exclusive areas in the digital village. Fans were able to enjoy Puma's discounts on the products customised especially for them as well as the latest EA Sports FIFA games and many other exclusive offers.

The first 'AC Milan China Digital Tour', live from August 25 to September 20, recorded significant numbers: nearly 20 million 'impressions' on digital platforms and +53k followers on Weibo where AC Milan now can count on more than 3m followers.

Casper Stylsvig, Chief Revenue Officer of AC Milan, said: "For AC Milan it was a great satisfaction to have been able to connect with our Chinese fans, thanks to the technology. Despite the distance, amplified by the Covid-19 emergency that the world is experiencing, we tried to make the presence felt by Rossoneri. The response has been incredible and confirms how much the Club is loved beyond national borders. Innovation and technology have made this adventure more than virtual. I thank all the fans and partners who accompanied us on our first Digital Summer Tour".

In such a difficult moment, the Club made every effort to offer Chinese fans the very exciting interactive experience of the first AC Milan Digital Summer Tour to make them feel even closer to the Rossoneri family.

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