September 16 – AC Milan have added online broker FPG Fortune Prime Global to their commercial portfolio, naming the trading company a Premium Partner and the club’s Official Online Trading Partner.
The agreement 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 its existing financial trading audience.
FPG says it operates across more than 30 countries and regions, although neither the length nor financial value of the Milan agreement 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 San Siro.
The match will also showcase a very different strand of Milan’s off-field strategy – for the first time, Fondazione Milan is giving up its usual space on the back of the club’s European shirt to another organisation, with The Madhappy Foundation branding to appear throughout Milan’s Europa League campaign.
The initiative, developed with kit supplier Puma, is centred on youth mental wellbeing and will extend beyond shirt visibility into projects and awareness campaigns during the season.
Madhappy, the Los Angeles-based clothing company behind the foundation, commits 1% of net sales to mental health initiatives and has supported organisations including The JED Foundation, Child Mind Institute and the University of Pennsylvania’s Positive Psychology Center.
Fondazione Milan says it has invested more than €13 million in social projects since its creation in 2003, reaching more than 200,000 beneficiaries.
The programme will also involve UEFA through its Take Care initiative, which uses football-based educational programmes to promote health and wellbeing among children and young people.
The Madhappy activation gives Milan two very different partnership stories around their European return – one centred 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 harry.ewing@insideworldfootball.com
