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AC Milan has joined with the Kraft Analytics Group (KAGR) in a partnership that will see the Italian club utilise a data-first approach to evolve its consumer understanding.
The Serie A side aims to “create a new gold standard in European football” in what it describes as a pivotal and historic moment.
It is hoped that the collaboration will allow the Rossoneri to better know and engage with fans to ultimately unlock new revenue streams.
“We are delighted to join forces with KAGR, a world-renowned leader in data and advanced analytics,” said AC Milan’s chief marketing officer Tania Moreno.
“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.”
The partnership comes as AC Milan’s men’s first team prepares for its preseason tour to the US.
An immediate focus has been placed on driving club affinity and new customer growth in the country.
“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,” said KAGR chief executive Jessica Gelman.
“With its passionate fan base and commitment to innovation, we are confident our prior experience supporting blue chip sports and entertainment organisations will drive AC Milan’s accelerated adoption and impact of data and analytics across the business.”
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