AC Milan has taken a major commercial and environmental step forward by renewing and expanding its partnership with Clivet, the Italian company known for its sustainable heat pump solutions. As part of this enhanced agreement, Clivet has become the first-ever naming rights partner of the club’s renowned training facility, which will now be branded the Milanello Sports Center powered by Clivet.
This marks a significant evolution in Milan’s sponsorship strategy, reflecting both the club’s commitment to innovation and its growing emphasis on sustainability. Clivet, which first partnered with AC Milan in 2021, will also now appear as the official sleeve sponsor on the training kits of Milan’s men’s, women’s, and youth teams. Additionally, the company has been named the official climate partner of the club.
This expanded collaboration sees AC Milan leveraging its global brand platform to amplify Clivet’s presence, while also deepening its ties with environmentally conscious partners. It’s a play that not only strengthens commercial value but aligns with the club’s forward-facing identity.
The partnership also reflects broader synergies within RedBird Capital’s sporting ecosystem. Clivet was a sponsor of French Ligue 1 club Toulouse FC—also owned by RedBird—during the 2024-25 season. The Italian firm’s increased sponsorship activity extends beyond football too, with a notable deal in place with the Giro d’Italia cycling race through 2025.
This latest deal follows a series of commercial moves from AC Milan, including a recent partnership with Bulgaria-based Winbet, as the club seeks to rebound from a disappointing 2024-25 Serie A campaign that saw them finish eighth and miss out on European qualification.
Consulting Insight: What This Means for Modern Club Sponsorship
Clivet’s expanded agreement with AC Milan represents a shift in how clubs are packaging sponsorship rights—not just focusing on front-of-shirt or stadium signage, but weaving brands into training grounds, kit sleeves, and sustainability narratives.
For clubs, these layered partnerships:
- Offer diversified commercial inventory
- Present long-term value through naming rights and ESG alignment
- Allow for storytelling that goes beyond matchday visibility
For sponsors like Clivet:
- The training ground naming rights provide 365-day relevance
- Being positioned as a “climate partner” aligns brand identity with global sustainability goals
- Association with RedBird-linked properties creates cross-market visibility across Italy and France
Looking to design commercial partnerships that go beyond the pitch?
At 365247 Consultancy, we help brands and rights holders craft integrated sponsorship strategies rooted in visibility, values, and long-term value.
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