AC Milan Announce New Partnership with Company Behind Hello Kitty

AC Milan fans have been crying out for more investment at their club—well, it looks like their prayers might have been answered. 

However, as sponsorship deals go, this is not exactly the most "macho" option out there. 

The Serie A have announced a link-up with Sanrio, the global company behind Hello Kitty.

It is a "co-branding partnership," and the club at least seem quite excited. 

Commercial director Jaap Kalma said: 

"

Milan has always associated itself with Italian and international companies that represent excellence in their sectors.

For this reason we decided to join forces with a brand like Hello Kitty, a prestigious and important character, and what is more highly adored by young people all over the world.

"

Paolo Casarini, licensing director for Sanrio GmbH, added:

"

I am very satisfied with this collaboration. The idea to associate a female soul to a top level male sport came a while ago with AC Milan. Today, and with lots of female fans in the sport, the new collection has a natural target.

"

It is surprising news alright, but not as shocking as the revelation from last year that Hello Kitty isn't actually a cat, but a British schoolgirl.  

Now, that was a shocker. 

"

Since Hello Kitty is not a cat. 😹 pic.twitter.com/yqoWC2Wv7F

— KEVIN (@kvnOMG) August 30, 2014"

[AC Milan]