AC Milan freshen up with Bioscalin haircare deal

5 December 2018 | Commercial & Sponsorship
AC Milan freshen up with Bioscalin haircare deal
Partnership marks Italian company’s first venture into the sports sponsorship market.

Italian soccer giants AC Milan have signed a deal with Bioscalin that sees the Milanese brand become the Serie A club’s official haircare partner.

The two-year agreement, which runs until the end of the 2019/20 season, marks the Guiliani subsidiary’s first venture into the sports industry.

The financial terms of the arrangement have not been disclosed, though Guiliani General Manager Gaetano Colabucci explained that the brand was using the partnership as a means of targeting men and a sporting audience through increased product visibility.

AC Milan Chief Commercial Officer Lorenzo Giorgetti said: "Bioscalin has chosen the red and black club to start a new adventure in sports sponsorships.”

Shareholder Giammaria Giuliani added: “This partnership brings together two important Milanese entities. On the one hand, one of the most successful and winning teams in the world, which has given so much prestige to the city, and on the other hand an excellent example of entrepreneurial success, established in Milan which significantly grew both nationally and abroad during over four generations.”

On the field, AC Milan – managed by former midfielder Gennaro Gattuso – sit fourth in Serie A, already 15 points behind runaway leaders Juventus.

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