AC Milan successfully brought the Supercoppa Italiana Trophy to Dubai for an exclusive fan experience that connected hundreds of supporters with the club’s rich heritage. On Saturday, February 22, the Trophy Tour made a strategic stop in Dubai, giving fans the unique opportunity to see the coveted trophy up close and meet club legend Dida at the PUMA flagship store in Dubai Mall.
The Trophy Tour underscored AC Milan’s strong presence in the Middle East and North Africa, highlighting the deep connection with over 35 million Rossoneri fans in the region. Fans thronged the PUMA Flagship store in Dubai Mall, queueing up for hours, to meet Dida.
The most popular Italian club in the region, the Rossoneri enjoy a 19.2% share of the football fanbase and record-breaking TV viewership numbers.
Club legend Nélson Dida signed autographs, posed for pictures and chatted with Rossoneri fans. The Brazilian goalkeeper’s magnificent career included wearing the Rossoneri jersey for nine seasons and 302 appearances: winning one Scudetto (2003/04), one Coppa Italia (2002/03), one Supercoppa Italiana (2004), two Champions Leagues (2003, 2007), two European Super Cups (2003, 2007) and one World Club Cup (2007). He also had an outstanding career representing his country, winning 90 caps and a World Cup.
The road show aligned with AC Milan’s 125th Anniversary celebrations, connecting the Trophy Tour to the broader heritage marketing campaign. This integration included promotion of the special commemorative jersey created with PUMA, high-profile collaborations with Emirates, Off-White™, and the New York Yankees, the club’s new Flagship store in Milan, and the luxury publication with Assouline celebrating the club’ history.
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