A. C. Milan announced a few days ago through its official website an exclusive co-branding or, should we say, cute-branding. The famous Italian club, thanks to the trade agreement with the global company Sanrio, owner of the life-style brand “Hello Kitty”, is ready to introduce a new apparel collection.
The new brand is going to be launched in April at San Siro, and on this occasion Hello Kitty will “welcome” the players and supporters inside the stadium. As reported on the official club website, www.acmilan.com, the collaboration was announced for the very first time in January at the Trade Show in Hong Kong. It is dedicated to younger female fans, with an original design which draws together the fancy kitten and Milanello, the famous Milan’s mascot.
Nevertheless, the commitment to all female supporters hides an important clue to better understand the strategies of the Italian club in the near future.
It is not news that Milan has been ringing around the Asian market since the agreement signed in 2010 with the Chinese real estate Wanda Group. Furthermore, there have been rumors about the possibility to have its owner, Wang Jianlin as a potential club buyer. One of the richest men in China, according to “The Economist”, and the recent buyer of the Swiss sport business leader Infront Group as well as 20% owner of Atletico Madrid, appears to be really interested in the Italian Club. However, the current Stock exchange value of 500 mil Eur for the club is not enough for Berlusconi who demands 1 bil.
After all, the choice of the Japanese brand “Hello Kitty” is not accidental for the new prospects of the club and Milan supporters are surely expecting more from this agreement than a puppet waving hands during upcoming football matches.