- The collaboration between AC Milan and BitMEX has been extended and enhanced, transitioning from Sleeve Sponsor to a Premium Partner.
- Since August 2021, the BitMEX logo featured on both the men’s and women’s team playing kits and the Rossoneri’s eSports team.
- The partnership was based on shared values of promoting innovation, progress, and inclusion, with a focus on increasing understanding of cryptocurrency among the fanbase.
AC Milan and BitMEX first partnered up back in August 2021 amid an era of high-profile crypto and sports sponsorships. The partnership positioned BitMEX as the first-ever Official Sleeve Partner of the football club. Two years later, when many sponsorships have ended between the two sectors, BitMEX and AC Milan choose instead to strengthen their bond.
When the crypto derivatives platform BitMEX first joined the AC Milan family as a Principal Partner, it was seen as a splashy move. The BitMEX brand began to be featured on the sleeve of both the men’s and women’s team playing kit in all competitions. Including the UEFA Champions League, and even on the sleeve of the Rossoneri’s eSports team, AQM.
AC Milan is a football club with a strong heritage and the ability to reinterpret itself for a modern and international audience. As Casper Stylsvig, Chief Revenue Officer of AC Milan, described at the beginning of the partnership: “This is truly an exciting partnership and the beginning of a great journey for both brands and our fans.”
Amplifying Reach and Promoting Financial Literacy
The partnership’s strength not only lay in the shared values and brand exposure, but it also aimed at promoting digital financial literacy and expanding crypto understanding among the vast international Rossoneri fanbase. Exclusive offers for eligible registered AC Milan fans were planned, enabling them to delve into the popular world of cryptocurrency through a trusted industry name.
Alexander Höptner, CEO of BitMEX, voiced his enthusiasm: “Our partnership with AC Milan is the start of a hugely exciting new chapter for BitMEX as we look to ramp up brand awareness and increase understanding of crypto.” The BitMEX logo made its debut on AC Milan’s jersey on August 23, 2021, during a Serie A game against Sampdoria, marking the start of this innovative partnership.
An Extended Partnership for a Shared Future
As of July 2023, the partnership has evolved and grown stronger. Transitioning from an initial Sleeve Sponsorship, BitMEX is now a Premium Partner of AC Milan and continues as the Official Cryptocurrency Trading Partner of the Rossoneri. This renewed partnership strengthens BitMEX’s brand presence and paves the way for further growth in key markets.
The journey has not been just about business and brand awareness, but it has also included supporting numerous charitable initiatives and organizing events such as the Padel Cup, the Milano Marathon, and a Charity Dinner to commemorate the 20th anniversary of Fondazione Milan’s foundation.
As Stephan Lutz, CEO & Group CFO of BitMEX, stated, “We are thrilled to reinforce our partnership with AC Milan. Beyond the philanthropic projects we have worked on together, we both appreciate and applaud the spirit of competition and the sense of connection that comes from it.”
