The partnership between AC Milan and Bitpanda only began in August 2024. (Credit: AC Milan)

AC Milan, the Italian soccer giants, have agreed an expanded deal with Bitpanda which sees the Austrian cryptocurrency brand become the club’s new back-of-shirt sponsor.

Through the renewed agreement, Bitpanda has been upgraded to a principal partner of the Serie A side.

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The company’s branding debuted on the back of Milan’s shirts for their 1-1 draw against city rivals Inter Milan yesterday (February 2).

The club had been without a back-of-shirt sponsor throughout the season – indeed, the position was last held by German insurance broker Wefox, which partnered with the team in 2022.

The initial partnership between AC Milan and Bitpanda only began in August 2024 when the company became the team’s premium partner and official crypto trading partner.

Maikel Oettle, chief commercial officer of AC Milan, said: “We are thrilled to further strengthen our partnership with Bitpanda as our new back-of-shirt sponsor. We are proud to support Bitpanda in their growth journey and look forward to achieving even greater success together, both on and off the pitch.”

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Eric Demuth, co-founder and CEO of Bitpanda, added: “The first six months of our partnership with AC Milan have been marked by great collaboration and mutual commitment. It quickly became clear that we wanted to take it even further.”

Bitpanda has partnerships with several major European clubs, including a deal with French giants Paris Saint-Germain announced last month.

The cryptocurrency brand also has a tie-up with Bayern Munich, as well as European partnerships with American football’s NFL and the DAZN sports streaming service.