Birra Peroni: Inter and Milan, together with passion and fair play

MILAN - Birra Peroni is now the official beer of both FC Internazionale Milano and AC Milan. The historic Italian brand will be the new partner of Milan’s two Serie A football clubs, sharing together a passion for sport and fair play.

The sponsorship deal with Birra Peroni was confirmed today at the Stadio San Siro, with a passion for football right at the heart of it.

The partnership was finalised in the presence of Federico Sannella, Corporate Affair Director for Peroni, Giorgio Brambilla, Sales & Partnership Management Director for FC Internazionale Milano and Mauro Tavola, Partnerships Director at AC Milan.  

There were four players also involved at the meeting, two from each team, who all took part in a friendly game of table football.

“We are extremely happy to merge once again with the world of sport,” said Corporate Affair Director for Birra Peroni, Federico Sannella. “Linking up with two historic Italians football clubs helps strengthen our brand. Having been custodians of the sporting world for years, this has now added exclusive value to our Made in Italy mission, which is a cornerstone of our work.”

“We are happy to announce this partnership with Peroni and we are happy to sign it together with Milan in such an iconic and historic venue - the Stadio Giuseppe Meazza, San Siro,” said Nerazzurri Sales & Partnership Management Director Giorgio Brambilla. “It is our shared home and one that has played host to some unforgettable matches. This partnership with Peroni – a piece of Italian excellence recognised all around the world – is the first and fundamental step between the two clubs, with the hope of taking many more in the future within the world of food and beverages.”

“We are proud to announce this new partnership and at the same time we are proud be involved in this project together with Inter,” said Mauro Tavola, Partnerships Director at AC Milan. “As a footballing city, Milan is one of the most successful in Europe and it represents a third of fans with the highest average of media spectators in Italy. This is without forgetting that the Milan Derby attracts more than 40 broadcasters linked to over 180 countries. This partnership is a great opportunity and we hope that it has a great impact in attracting more excellent brands like Peroni."

Birra Peroni chose football because it supports the sharing of values in sport, as well as moments of happiness and enthusiasm. This harmony and energy will take to the field together with the full family of Peroni products: Gran Riserva, Chill Lemon, Forte, Cruda, Gluten Free and the most recent, the 3.5. 

Produced since 1846, the process involved exclusively using 100 percent Italian malt, as well carefully selecting the hops and then ensuring the perfect balance between sugars and fermentation. Peroni is a beer of the highest quality. It is an Italian lager of 4.7 percent, born from a philosophy of Giovanni Peroni. With a history that dates back almost two generations, they still respond to the demands of consumers, forever wearing their heart on their sleeve.

Birra Peroni – the passion is for us.