Milan, Tuesday 9 May 2023 – Last night, the Burj Khalifa, one of Dubai’s symbols and the tallest skyscraper in the world, was lit up in red and black, joining AC Milan’s “A light that never fades” campaign, designed to accompany Rossoneri fans until the kick-off of the first leg of the Champions League semifinals tomorrow.
“A light that never fades” is a campaign that rallies the over 550 million Milanisti fans worldwide, asking them to participate in the wait for a special game with an activation that will allow fans to light up their homes, cities and digital spaces with a red light that – mixing with the darkness of the night – from Milan will reach all corners of the world.
By lighting up in red and black, the Burj Khalifa has contributed to spreading even more strongly the passion that is fueling the anticipation for this special match for the Club and its fans.
If the Burj Khalifa has acted as a beacon globally, illuminating Dubai’s night with the colors of AC Milan, the city of Milan is also pervaded by a red and black light locally. Starting from piazza Duomo, the heart of Milan, where a luminous installation representing the AC Milan crest will lend itself to a photo-worthy moment for the thousands of Rossoneri fans who will descend into the city for the match. Even the San Siro stadium is participating in the Euroderby’s wait, lighting up in red to brighten up the Milanese night. Just a few meters away from the San Siro stadium, the SNAI San Siro Hippodrome is also lit up in red.
The campaign is also supported by some of AC Milan’s partners, such as PUMA, which is now coloring the city of Milan in red and black with an advertising campaign, in line with the “A light that never fades” campaign. Other partners, such as wefox and Banco BPM, have also joined the campaign, lighting up their Milanese headquarters in red.
As a testament to the global impact of the match, Emirates, partner of AC Milan since 2007, will air the Euroderby live on its flights, allowing fans who are traveling to follow what will be a special moment for the Club.
The Milan Institute for the Blind has also joined the campaign, lighting up its headquarters in red. The Institute, a valuable partner of Milan, allows the Club to become increasingly accessible and inclusive for all its fans, through a special audio description service at the San Siro stadium created for the Rossoneri fans with visual impairments.
Globally, 65 AC Milan Fan Clubs have also embraced the campaign launched by AC Milan, contributing to landing the message of this iconic campaign in 49 countries worldwide, from the United States to Australia.
The global impact of the “A light that never fades” campaign is a testament to the strength of the AC Milan brand in the world and aims to strengthen the bond and passion with its fans, in Italy and abroad, offering the Club an opportunity to continue its growth path off the pitch and to strengthen the positive perception of the Rossoneri brand at an international level.
The Euroderby, which will be played at San Siro on Wednesday, May 10, will bring the eyes of the world to the city of Milan, from which a red light fueled by the passion of the Rossoneri fans will pervade the world. Because there are no dark nights when there is a light that never fades.
