AC Milan successfully brought the Supercoppa Italiana Trophy to Riyadh for an exclusive fan experience that connected thousands of supporters with the Club’s rich heritage. Following their thrilling victory in Riyadh last month, the Trophy Tour made a strategic stop at the Solitaire Mall PUMA Store on Thursday, February 20.
Fans in the Kingdom had the unique opportunity to see the coveted trophy up close and meet club legend Dida at the PUMA store.
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. 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 in all three cities. 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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