AC Milan Camps: New Football Opportunities in Central Europe

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AC Milan has announced a partnership with Moderní fotbal s.r.o to launch two new Milan Junior Camps in Central Europe.

Through the partnership, Milan and Moderní fotbal s.r.o will deliver world class training camps in Prague, Czech Republic (14 -18 July) and Rovinka, Slovakia (21-25 July).

The camps will allow the Rossoneri to deliver its unique style of youth development and training to a new crop of young players in an often-overshadowed region of Europe to player aged 5-17.

By partnering with Moderní fotbal s.r.o, a Czech sports management, youth football coaching and adult education company with over 13 years of experience, AC Milan will be able to rely upon a successful local business as it ventures into new markets.

Crucially, Moderní fotbal will aid Milan as it seeks to build new relationships with clubs and footballing communities across the Czech Republic and Slovakia, while also providing technical and educational workshops to tomorrow’s stars.

These educational workshops will teach players of the importance of physical and mental wellbeing, as well as imprint AC Milan’s values-based philosophy.

Honorary Vice President of AC Milan Franco Baresi expressed enthusiasm for the partnership and the club’s camps.

“The launch of these new Milan Junior Camps marks a significant step in bringing AC Milan’s legacy and spirit to football fans and communities in the Czech Republic and Slovakia,” he said in a press release.

“We are pleased to collaborate with Moderní fotbal s.r.o., a company that shares our values of innovation, passion, and determination, making them the perfect partner to help us inspire future generations in this area.”

Likewise, Managing Partner at Moderní fotbal Lenka Hrabovská highlighted the shared beliefs Moderní fotbal and AC Milan have.

“This collaboration between Moderní fotbal and AC Milan is a unique opportunity to connect innovation, tradition, and passion — the core pillars of football,” she said in a statement.

“We believe this partnership will create exciting new experiences for our customers, fans, and the wider community across the Czech Republic and Slovakia.”

Through the deal, AC Milan will work to guide the next generation of players in new camps, whilst also expanding the club’s image and brand in an overshadowed market.

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Google expands football footprint with AI partnerships at five European giants

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Image Credit: Paris Sain- Germain

Google has announced long-term partnerships with five of Europe’s biggest football clubs.

Expanding the role of artificial intelligence in fan engagement through collaborations with Arsenal, Barcelona, Bayern Munich, Liverpool and PSG.

Google Gemini will become each club’s official consumer AI Partner, while Google Pixel will serve as the official smartphone partner.

The partnerships are designed to deliver AI-powered match insights, personalised fan experiences and exclusive behind-the-scenes content across the clubs’ digital platforms.

Supporters will be able to use Gemini to access tactical insights, historical statistics and match analysis while Pixel devices will be used by club media teams to capture content through the company’s “Shot on Pixel” initiative.

A key component of the partnership is the commitment to increasing the visibility of women’s football.

Google confirmed the agreements cover both men’s and women’s teams, with AI tools and Pixel technology set to help produce content and expand the reach of the women’s game through club media channels.

The announcement continues Google’s growing investment in football technology.

Google initially had individual agreements with several of the clubs, including PSG and Liverpool.

By bringing the partnerships together under the Gemini and Pixel brands, Google is positioning artificial intelligence as a core part of the modern football fan experience rather than simply a commercial sponsorship.

For football clubs, the collaboration highlights a broader industry trend towards technology partnerships that extend beyond branding.

AI is increasingly being used to produce personalised content, deliver deeper match analysis and strengthen engagement with large global audiences.

Clubs continue to invest in these growing digital platforms alongside their traditional commercial portfolios.

The partnerships also reinforce the growing intersection between football and technology, with leading clubs increasingly working alongside global technology companies to enhance supporter experiences and explore new ways of connecting with fans on matchday and beyond.

 

Football Has the Audience. Does It Have the Commercial Strategy?

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Image Credit: One Nil Media

Soccerscene has launched Survey 4: Commercial Confidence in Football, calling on clubs, sponsors, governing bodies, commercial leaders and football industry professionals to assess whether the game is making the most of its enormous commercial potential.

Football has the audience, participation base and community reach to be one of Australia’s most powerful commercial platforms. But does the industry have the commercial strategy, professionalism and infrastructure required to turn that potential into sustainable growth?

That is the question at the centre of Soccerscene’s latest industry research.

The survey examines how attractive grassroots football is to potential commercial partners, what industry professionals believe is limiting football’s commercial potential, and whether clubs are presenting themselves professionally enough to sponsors.

It also explores what sponsors value most when engaging with football – from community reach and participation scale to brand alignment, values and purpose – as well as whether improved facilities could directly contribute to stronger sponsorship outcomes.

Is football fully capitalising on its commercial opportunity?

Football continues to provide brands with access to highly engaged communities across grassroots, community and elite environments. Yet the commercial landscape remains fragmented, with clubs operating with vastly different levels of resources, capability, governance, media infrastructure and commercial expertise.

Soccerscene’s survey is designed to capture the industry’s perspective on where the opportunities exist – and where football may be leaving commercial value on the table.

The research will look specifically at four key areas:

  • Commercial attractiveness – How attractive is grassroots football as a commercial partnership?
  • Commercial barriers – What is holding football back from reaching its full commercial potential?
  • Club professionalism – Are clubs presenting themselves effectively and professionally to sponsors?
  • Sponsor value – What are sponsors really looking for when they invest in football?

The survey also asks whether better facilities would have a direct impact on sponsorship outcomes, highlighting the potential relationship between infrastructure, commercial presentation and investment.

Have your say

Soccerscene is encouraging football clubs, sponsors, commercial professionals, governing bodies, administrators, media professionals and industry stakeholders to participate.

The findings will contribute to Soccerscene’s ongoing program of industry research, designed to provide a clearer picture of the challenges and opportunities facing football and the organisations operating within it.

Take the Survey: Commercial Confidence in Football

Complete the Commercial Confidence in Football Survey here

The survey will close on 30 August 2026 at midnight, with responses received before the deadline included in the final analysis.

Football has the audience. The question is whether it has the commercial strategy to match.

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