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AC Milan is the first team to sign with Roc Nation Sports

The collaboration between Rossoneri and the Jay-Z agency is completely new

AC Milan is the first team to sign with Roc Nation Sports  The collaboration between Rossoneri and the Jay-Z agency is completely new

Roc Nation has now entered European football and is trying to change the business model of the Old Continent. The agency inaugurated in 2013 by Jay-Z, after having signed players of the caliber of Romelu LukakuKevin De BruyneFederico Bernardeschi and Marcus Rashford, opens the doors to collaborations also with the clubs. AC Milan is the first to enter the Roc Nation Sports client portfolio, after having already collaborated on a virtual concert to support the fight against the pandemic with the participation of DJ Khaled. The new participation, reads the Rossoneri press release, is "an absolute novelty, guided towards innovation, community, integrity and inclusion".

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Welcome to the Family #MilanNation @rocnation

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There is no detail on the structure of the collaboration, but Milan will entrust many aspects related to entertainment to the American agency: from merchandising to digital strategy. The agreement was certainly influenced by the presence of PUMA, of which Jay-Z has been creative director since 2018. It is, as mentioned, an unprecedented partnership and it is difficult to go into detail without having a significant case history. The innovative direction of Milan, however, goes a bit against the less defined corporate direction, with Maldini's farewell that seems imminent.

"This partnership between Milan and Roc Nation represents the meeting of two great organizations with strong values in their DNA. Our shared commitment to inclusiveness, evolution and excellence will guide everything we do and I am very excited about what awaits us"
Ivan Gazidis

After the words of Gazidis - a character at the center of the many criticisms about Ibra's failure to meet, the choice linked to the new coach and the position towards Maldini - there are also those of Michal Yormark, Co-CEO of Roc Nation Unified:

"Roc Nation is excited to undertake this unique partnership with Milan. Both brands are strongly committed to the community as amply demonstrated by the success of the 'From Milan with Love' event. I am looking forward to creating further opportunities together which, building on the success of that event, combine the integrity of the great history of the Club and the distinctive ability of Roc Nation to create and move culture"

Roc Nation is growing, it is evolving and Milan is ready to follow in the same footsteps on the pitch but above off the pitch.