AC Milan extends its Web3 strategy with an exclusive multi-year partnership with Sorare

Quick take:

• AC Milan officially enters Sorare’s NFT-based fantasy football game.
• Sorare joins the Rossoneri’s list of Premium Partners.
• The partnership provides AC Milan with a new revenue stream through NFT licensing in the gaming category.

AC Milan and fantasy football gaming platform Sorare today announced an exclusive multi-year partnership as the football club expands its Web3 strategy.

With this new deal, Sorare joins the Rossoneri’s list of Premium Partners while AC Milan officially enters Sorare’s NFT-based fantasy football game. Leveraging blockchain technology and non-fungible tokens, the platform allows soccer fans to own and trade digital collectibles from their favorite soccer clubs.

Starting with the 2022-23 season, AC Milan fans can collect, trade and play with the football club’s officially licensed digital cards at Sorare as part of an immersive worldwide gaming experience.

With over two million registered users on Sorare, the partnership gives AC Milan access to a new fan engagement tool, while creating a new revenue stream through NFT licensing in the sports betting category for the football club

“We are delighted to welcome Sorare into our exclusive family of Premium Partners. Today marks the beginning of a new journey with an exciting and young brand that is at the forefront of the NFT revolution and has been able to combine digital collectibles and fantasy sports, says Casper Stylsvig, Chief Revenue Officer at AC Milan.

The partnership is a new development in AC Milan’s wider Web3 strategy and a further move into the NFT space. The football club previously started its first NFT project in April with a limited edition 3D NFT of a Rossoneri shirt from South Sudan which was sold for charity. In May, a match between AC Milan and Fiorentina was broadcast live in the metaverse as the football club took another step to embrace Web3 technology. It was the first league game ever to be broadcast in the metaverse.

“As an innovative club, this is a sector we are exploring with a clear strategy in mind, with the aim of offering our over 500 million fans worldwide exciting additional ways to engage with their club. We are therefore delighted to partner with Sorare and introduce their digital collectibles to our fan base, Stylsvig added.

Sorare has partnered with over 260 sports organizations since it was founded in 2018. The platform combines NFTs and sports games to create fan engagement between sports organizations and their supporters.

“We are building a gaming experience driven by passion where fans can connect with football and a global community. At Sorare, they can really own the game. We are proud to partner with legendary AC Milan to help them connect with fans globally through the future of soccer collectibles,” said Michael Meltzer, head of business development at Sorare.

In addition to AC Milan, Sorare also recently entered into a multi-year partnership with the Argentine Football Association. Last month, French soccer star Kylian Mbappé became an investor, social impact partner and ambassador of Sorare.

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