Yasser Al Breakan (Riyadh Daily)
Getting ready for the "Supercoppa" in Riyadh, AC Milan launches a Store at “Diriyah Nights”

Saudi Arabia will host the Italian Super Cup match for the third time, tomorrow January 18, 2023, between AC Milan and Inter Milan at King Fahd International Stadium in Riyadh.

The Super Match will be one of the most important series of events in the Diriyah 2022 season, as it will receive global attention due to the huge fan base that both teams have in the world.

In Riyadh, AC Milan is getting ready to welcome the many local Rossoneri supporters. Thanks to the Club's important partnership with PUMA, a special Meet&Greet will be held at the PUMA Store in Riyadh Park between 15:00 and 16:00 (local time) on Wednesday 18 January. Franco Baresi, Honorary Vice President, and Daniele Massaro, Brand Ambassador, will both be in attendance.

Before the start of this great match, AC Milan inaugurated a Store at “Diriyah Nights”, and for this occasion, Franco Baresi and Daniele Massaro attended the official ribbon ceremony.

AC Milan legend and brand Ambassador Daniele Massaro said “It is always an honor to represent AC Milan. We are here to play a final, but it is also an opportunity to showcase our brand, which is synonymous with excellence around the world. Wherever we go, the Rossoneri colours are always loved, especially at this current time when football is becoming ever more popular”.

Riyadh Daily had a quick interview with Valerio Rocchetti, E-commerce, Retail and Licensing Director:

- Why did the club choose this time to open the store?

On the occasion of the “Supercoppa”, thanks also to the support of “Serie A”, Milan wanted to pay homage to the region by offering local fans the possibility of being able to buy the club's official merchandising.

- Does AC Milan target the volume of sales of "specific" club clothes in the Kingdom?

Thanks also to the renewal of our partnership with Emirates in the region, which will also see AC Milan open an office in Dubai, our local value proposition will increasingly focus on offering local fans an experience in line with our brand retail guidelines

- Is there a tendency to develop and add products that meet the needs of the public in the AC Milan store?

This is our main goal, it is clear that the fans and their experiences come first. We aim to provide them with the right products and our focus is on quality, price and design.

We have the capability of creating merchandising lines that go beyond sports and allow us to speak to new audiences and attract new fans. 

Collaborations in this sense are a fundamental element of our strategy as they allow us to speak credibly about AC Milan as a lifestyle brand. The association is quite simple, we are AC Milan, we are called in English as the name of the city. We are based in Milan, city of fashion; it goes without saying that there is enormous potential to be able to develop lines that not only speak sports language.

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