AC Milan launch international ‘Planting New Memories’ initiative – the details

By Oliver Fisher -

AC Milan have launched a ‘Planting New Memories’ initiative to celebrate the festive period with their fans and the entire global community, it has been revealed.

As the official website writes, the initiative is aimed to protect the planet is designed to make concrete the club’s duty to social and environmental issues, which can benefit future generations.

A special collection has been launched, inviting fans to help grow a Rossoneri forest – including the donation of 1899 trees from the club – and plans to regenerate a multi-sport greenfield site on the outskirts of Milan

Many players – from Leão to Bergamaschi and Pulisic to Asllani – are taking part in the integrated campaign from today on all of the club’s official channels, at Casa Milan and for the home fixtures against Fiorentina, Frosinone and Monza

The projects

In collaboration with the Treedom platform, the club have begun planting a forest of 1899 trees, which will absorb over 650 tonnes of CO2 in their first ten years of life, generating benefits for the entire planet while at the same time boosting the empowerment of the local communities involved in the project. Fans can help the forest grow by planting new trees via the dedicated link.

Furthermore, Fondazione Milan will finance the regeneration of a currently out-of-use multi-functional playing field within the public land and green space in Municipality 9 in Milan. The Rossoneri’s charity arm will donate the prize money from the #IOVENGODALLOSPORT contest, as well as the money generated by two fundraisers over the coming weeks.

The first will take place on the day of AC Milan vs. Fiorentina on 25 November, in collaboration with Fondazione Davide Astori, and the second during AC Milan v Monza on 17 December, for which Fondazione Milan will be the ‘Match Charity Sponsor’.

In addition, the Museo Mondo Milan will contribute to the project by allocating part of the proceeds from tickets sold during the two matchdays.

The special collection

The common theme of the environment links together the entire initiative, from Milan to the world, and is at the heart of the special clothing selection, which is available from today, 16 November, at all official AC Milan stores, both physical and online.

When you purchase the classic Christmas Jumper, the Club will donate €5 to the two projects. The collection also contains a version thereof for your pets, as well as socks and gadgets to suit any situation and taste.

The multi-channel campaign

The players, adorned in items from the special Rossoneri collection, are ready to immortalise moments of joy and sharing, feelings and gestures typical of the festive season.

The ‘Planting New Memories’ campaign will appear online on all of the Club’s digital touchpoints, at Casa Milan venues, and also at San Siro during AC Milan’s home games against Fiorentina, Frosinone and Monza on the LEDs and the big screen, and in the Hospitality suites. A digital campaign and a TV spot hosted by national broadcasters are also planned.

The 22 Rossoneri involved in the campaign are Asllani, Babb, Bartesaghi, Bergamaschi, Calabria, Chukwueze, Dompig, Giroud, Giuliani, Guagni, Jović, Leão, Loftus-Cheek, Marinelli, Nava, Pulisic, Reijnders, Soffia, Stašková and Tomori, as well as head coach Pioli.

Davide Calabria, captain of AC Milan Men: “Ours is a club with an immense history but also one that – on and off the pitch – is looking towards the future. We’re certain that, on this occasion too, Rossoneri throughout the world will act with us to win another tough match, one which affects the lives of us all.”

Valentina Bergamaschi, captain of AC Milan Women: “As a group, we’re proud to have been able to promote such an important initiative and to be part of a conscious club, which takes concrete action in caring for the environment for a sustainable future.”

Tania Moreno, AC Milan’s Chief Marketing Officer: “The world of football as we know it today will not exist unless we protect the environment and our planet. Out of this simple but vital piece of knowledge was born our desire to carry out the ‘Planting New Memories’ project.

“This important initiative has been made possible thanks to the brilliant work done by everyone at the Club. ‘Planting New Memories’ means looking toward the future with confidence and ambition, but also with a long-term and responsible outlook.

“AC Milan has shown once again that it wants to make a positive contribution to drive tangible progress, calling upon its fans in Milan and throughout the world.”

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