BOEM BECOMES OFFICIAL PARTNER OF AC MILAN

AC Milan and BOEM, the 100% Italian Hard Seltzer beverage that came into being thanks to the teamwork of Fedez, Lazza and Leonardo Maria Del Vecchio, are pleased to announce a new partnership that will see the latter become the Official Hard Seltzer of the Rossoneri from 23 September, the day AC Milan face Hellas Verona.

An Italian excellence in the world of beverages is thus joining forces with a leader in the world of sport. BOEM, which is entering into a collaboration with a football club for the very first time, has teamed up with the Rossoneri with the aim of continuing to promote the "Made in Italy" concept through the production of top-quality hard seltzer drinks.

AC Milan and BOEM are therefore embarking on a new journey side by side, one which goes beyond the pitch and aims to leverage the qualities and values of the two brands to engage a young audience through a series of initiatives – including social campaigns featuring Fedez and Lazza, who will be joined by AC Milan players to celebrate this collaboration.

For AC Milan, this new partnership is part of a journey of growth for the Rossoneri brand, which is always keen to embrace the latest trends and new generations.

Maikel Oettle, AC Milan's Commercial Director, said: "We are delighted to welcome BOEM into our family of partners. Through this partnership, we combine AC Milan's rich tradition and global influence with BOEM's innovative spirit. It is a collaboration with real potential, and we are excited to begin this journey together."

Fedez added: "We are very excited about this first and very important partnership. Being at the side of AC Milan, a Club rich in history and success and with a passionate following all over the world, is a great source of pride for us."

These were Lazza's words: "AC Milan has always been my favourite team. Whenever I can, I head to the stadium to watch the Rossoneri live and cheer them on. Therefore, I could not be happier to see our drink at the side of my beloved AC Milan."

Leonardo Maria Del Vecchio commented: "I am very happy that the BOEM brand, which was only launched a few months ago, will now be associated with such a historic and prestigious entity as AC Milan. It is a partnership that makes me proud."

Introduced to the Italian market in June, BOEM Hard Seltzer is a drink with a simple and natural ginger flavour. Low in calories and alcohol content, it is sold in an aluminum can and is thus fully recyclable. It is part of a new category of fun and flexible beverages made with a complex blend of natural flavours in harmony with a neutral ethyl base and soda water, thus appealing to a generation of consumers who are increasingly mindful of their mental and physical well-being and who are also both passionate about sport and have a taste for the Rossoneri colours.