The newly opened House of BMW Italia in San Donato Milanese was the scene of an unusual scene this week. Instead of a usual handover ceremony, the building was transformed into the iconic San Siro Stadium for an afternoon as BMW delivered 20 new cars to AC Milan for the 2025-2026 season. Players and club staff walked through a space that reflected their journey on match day: the tunnel-like entrance, the atmosphere of a dressing room and even an area intended for warming up on the pitch.
The fleet included the BMW X5, X6 and X7 models, but the new BMW iX3 was also part of the offer. Over the past three years, the two have worked together on more than just branding. BMW has equipped players and employees with new models, from M performance cars, such as the XM, to fully electric vehicles such as the iX and i4.
Five years later: Why the partnership works
BMW and AC Milan announced their partnership in 2021 and it has evolved into something more substantial than a simple sponsorship. BMW has involved the club in everything from product events to community projects, while AC Milan has given the brand visibility that extends far beyond Italy.
BMW Italy and AC Milan signed a contract in March 2021, with the German luxury car manufacturer becoming Automotive Partner. A year later, the Munich-based company delivered a fleet of 25 cars to the team: 15 X6s, nine X5s and one iX. The agreement was renewed in 2023 when a whopping 45 vehicles were handed over to the players and management of the San Siro Hippodrome.
The presentation is the latest chapter in BMW’s deepening engagement with Europe’s biggest football clubs, with the brand leveraging the sport’s global reach to highlight its technological development and commitment to electrification. In addition to its partnership with AC Milan, BMW’s collaboration with Real Madrid CF continues to be one of the brand’s most visible alliances, alongside BMW Spain’s partnership with Carlos Alcaraz.
In Spain, too, the partnership with Real Madrid puts the BMW iX3 at the center of the marketing campaign. The all-electric SUV was also prominently featured in promotional content featuring the club’s players.
