SIRO is the new hotel partner of AC Milan

AC Milan is pleased to announce a multi-year partnership with SIRO, the innovative wellness hospitality experience conceived by Kerzner International, which joins the club as its new Official Hotel Partner. Kerzner, owner of the iconic Atlantis Resorts & Residences and ultra-luxury One&Only resorts worldwide, launched SIRO earlier this year. An immersive and innovative hospitality experience, SIRO will serve both elite athletes and aspiring ones, as well as those passionate about achieving success in every aspect of their life, in a complete and engaging destination. SIRO blends the boundaries between hospitality, fitness, and wellness, building a thriving ecosystem with a fresh perspective and energizing experiences. Similar to the devoted following of AC Milan's Rossoneri, SIRO aims to create a global collective community of like-minded individuals who live a high-performance lifestyle and are passionate about achieving success and living their fullest potential.

The new partnership between AC Milan and SIRO represents the union of two leaders in their respective sectors, who share their innovative nature and seek elite performance and excellence. Together, AC Milan and SIRO will drive the long-term vision to deliver the ultimate destination for an immersive lifestyle and fitness experience. AC Milan prides itself on being one of the most innovative clubs in the football industry, with a distinctive and recognizable style and a focus on performance both on and off the pitch. SIRO is the product of Kerzner's pioneering spirit, revolutionizing the guest experience, anticipating travelers' needs, and inviting them to "Live the Journey." The brand is built around pillars of strength, inclusivity, reflection, and originality, with fitness and wellness at its core.

The two brands will leverage each other’s platforms, expertise, and knowledge in human performance and best-in-class hospitality, forging a shared path that will lead AC Milan and SIRO to an exciting future together, a future that will push the boundaries of holistic wellness. Casper Stylsvig, Chief Revenue Officer of AC Milan, said: “We are truly proud to kick off this new partnership with SIRO and begin this exciting journey together. We are thrilled to have the opportunity to introduce the SIRO brand to our over 500 million fans around the world. As an innovative club, we want to continue setting high standards both on and off the pitch, something we know SIRO and Kerzner International are succeeding at in their respective sectors for the benefit of their community and guests. Over the next few years, we will work together to continue raising those standards even higher”.

“AC Milan is an innovative club and a global leader in health and wellness, the perfect partner for SIRO. With their expert research, training, and leading performance, SIRO will offer exceptional fitness and wellness for our guests, delivered with our renowned service in a transformative and nurturing environment. We are proud to introduce the new partnership between Kerzner and AC Milan”, commented Philippe Zuber, CEO of Kerzner International. “At SIRO, we want to collaborate with global leaders, whether that be in the investment community or in sport, fitness, nutrition, or holistic health, to provide a comprehensive environment for success. As an athlete is nimble and agile, SIRO will adapt to the local surroundings, celebrating each destination, providing our guests the tools and support to compete at the highest level, with a sports concierge offering exclusive access or expert training”.