AC MILAN PARTNERS WITH KRAFT ANALYTICS GROUP (KAGR) TO PIONEER FAN EXPERIENCE WITH NEW FAN DATA STRATEGY INITIATIVE

AC Milan is proud to announce a groundbreaking partnership with the Kraft Analytics Group (KAGR), a leader in data and analytics in the sports and entertainment industry. This strategic collaboration will use KAGR's deep expertise and data-first approach to evolve AC Milan's consumer understanding and create a new gold standard in European football.

At a pivotal and historic moment for AC Milan, with a growing global fan base as the Club gets ready to celebrate its 125^th Anniversary, this partnership will allow the Rossoneri to better know and engage with their fans using KAGR's experience growing some of the most fan-focused professional sports leagues and clubs in the world. AC Milan and KAGR will join forces on a comprehensive data and analytics initiative to enhance and extend fan engagement, drive fan experience, whilst also unlocking new revenue streams.

Tania Moreno, Chief Marketing Officer of AC Milan, commented: "We are delighted to join forces with KAGR, a world-renowned leader in data and advanced analytics. This collaboration is an incredible opportunity for us to understand our global fanbase on a deeper level. By leveraging KAGR's expertise, we are poised to deliver unparalleled fan experiences while unlocking new revenue growth opportunities. This partnership is the latest step in our ongoing journey to strengthen our relationship with existing fans and enhance the AC Milan brand globally."

Jessica Gelman, CEO of KAGR, said: "We are thrilled to partner with one of the most iconic football clubs in the world, AC Milan, on this transformative initiative which will elevate its fan engagement and experience to new heights and cement the club's position as a leader in this space in the sports industry. With its passionate fan base and commitment to innovation, we are confident our prior experience supporting blue chip sports and entertainment organizations will drive AC Milan's accelerated adoption and impact of data and analytics across the business."

As a key component of the partnership, AC Milan aims to set a new standard for fan engagement in European football, leveraging insights to optimize fan experiences and drive business growth through global retail and brand sponsorships, expanding the consumer retail business, creating new match-day experiences, and providing additional premium and hospitality products. The partnership will provide AC Milan with enhanced data insights to better target fans with individualized experiences and relationships, as well as grow demand and expand its international reach, including within the United States market.

The announcement of this new partnership between AC Milan and KAGR comes as the men's First team gets ready to embark on a Pre-Season Tour in the US, with an immediate focus on driving club affinity and new customer growth in the United States. KAGR will work to support efforts on the upcoming Tour to grow a following already 40 million strong in the United States. As AC Milan looks to capitalize on the United States audience, KAGR will bring its deep expertise of the United States fanbase and a broad fan data strategy to European football with AC Milan as its first international client.