Serie A club AC Milan has signed a multi-year regional sponsorship agreement with ride-hailing app Jeeny.

Under the terms of the agreement, Jeeny will become the Official On-Demand Transportation Partner of the men’s and women’s first team in Saudi Arabia, Jordan and the United Arab Emirates.

The deal is a significant expansion of AC Milan’s Middle Eastern operations, with the club standing top of the Serie A league table in addition to entering the Round of 32 stage of the Europa League.

“As the youngest team in Europe, we are truly delighted to join forces with a young and dynamic brand such as Jeeny,” said Caspar Stylsvig, AC Milan’s Chief Revenue Officer.

“We share a modern vision and mentality, which will surely help us grow our brand in the Middle Eastern area.”

Jeeny was initially formed as a joint venture between Rocket Internet and IMENA. The firm has strengthened its commercial position in the Middle East over the years, having become the second most popular ride-hailing service in the region.

“This partnership with AC Milan, one of the most successful football clubs in Europe, is aimed at our audiences in Saudi Arabia, Jordan and UAE, who are passionate about the sport. We are proud to kickstart 2021 embarking on this ride with our new partner!” added Jeeny Co-CEO, Eugen Brikcius.

The agreement follows AC Milan’s entry into the cryptocurrency world via a fan engagement partnership with Socios.com, a firm which generated around $30 million for its sporting partners via the use of ‘Fan Tokens’ in just one year.