AC Milan teams up with ComAve and Tamias to boost global commercial offering
Italian soccer powerhouse AC Milan has announced a strategic joint partnership with e-commerce platform ComAve and point-of-sale software provider Tamias, aiming to elevate its global commercial offerings to fans worldwide.
ComAve assumes the role of the official shopping experience platform partner for the club, tasked with creating a comprehensive platform of brands, shops and restaurants to provide exclusive discounts to Milan supporters across the globe.
Simultaneously, Tamias steps in as AC Milan’s point-of-sale solutions partner, with a focus on driving fan engagement and supporting ComAve in delivering an enhanced shopping experience.
The partnership marks the launch of ComAve and Tamias in Italy, heralding their debut in the country’s market.
“This [joint] partnership represents an innovative step in the digital world for our club, giving us the opportunity to create an additional touchpoint with our fans and offering them another way to feel involved with AC Milan in their daily lives, accessing products and services dedicated to them,” said Maikel Oettle, AC Milan’s Chief Commercial Officer.
This joint venture mirrors a similar partnership between ComAve and Tamias with English Premier League side Crystal Palace in 2023, showcasing the providers’ commitment to enhancing the e-commerce landscape for soccer clubs.
“Fuelled by the groundbreaking momentum of our partnership with AC Milan, we are excited to embark on a journey of strategic collaboration with the dynamic leaders within AC Milan’s business sphere, particularly those operating in the vigorous sectors of restaurant and retail,” Adam Haines, CEO of Tamias, commented on the AC Milan deal.
With a global-facing approach, the deal aligns with Milan’s commercial strategy, emphasising the club’s expansion into new markets. In November 2023, AC Milan took a significant step by launching its first office in the Middle East, in Dubai.
Oettle highlighted the club’s global strategy, adding, “Our premise with our new ownership (RedBird Capital Partners) on this new growth path is really to try to play at the intersection of sports, fashion and entertainment and to occupy a role in which we can have a cultural impact.”