September 16: AC Milan has added online broker FPG Fortune Prime Global to its trading portfolio, naming the trading company Partner Premium and the club’s Official Online Trading Partner.
The deal is FPG’s first partnership with an international sports brand and gives the broker access to Milan’s international marketing platforms as it looks to increase recognition outside of its existing financial trading audience.
FPG says it operates in more than 30 countries and regions, although neither the duration nor the financial value of the Milan deal has been disclosed.
The announcement comes as the Rossoneri prepare to return to European competition tonight, opening their 2026/27 Europa League campaign against Benfica at the San Siro.
The match will also showcase a very different line to Milan’s off-field strategy: for the first time, Fondazione Milan will cede its usual space on the back of the club’s European shirt to another organisation, with The Madhappy Foundation branding appearing throughout Milan’s Europa League campaign.
The initiative, developed with kit supplier Puma, focuses on the mental wellbeing of young people and will extend beyond the visibility of the shirt to projects and awareness campaigns throughout the season.
Madhappy, the Los Angeles-based clothing company behind the foundation, donates 1% of net sales to mental health initiatives and has supported organizations such as the JED Foundation, Child Mind Institute and the Center for Positive Psychology at the University of Pennsylvania.
Fondazione Milan says it has invested more than 13 million euros in social projects since its creation in 2003, reaching more than 200,000 beneficiaries.
The program will also involve UEFA through its Take Care initiative, which uses football-based educational programs to promote health and wellbeing among children and young people.
Madhappy’s activation gives Milan two very different partnership stories around its European return: one focused on commercial expansion and customer acquisition, the other using valuable shirt inventory for a social initiative rather than a conventional sponsor.
Contact the writer of this story, Harry Ewing, at (email protected)