AC Milan to Feature Players' Mothers' Surnames on Jerseys in Mother's Day Campaign.

Roger Hampel

Photo Credit: AC Milan

AC Milan will once again celebrate Mother’s Day with a meaningful, multi-layered campaign that combines symbolic gesture, fan engagement, and corporate social responsibility. For the second consecutive year, the club’s men’s First Team players will wear their mothers’ maiden names on their jerseys during the Serie A match against Bologna on Friday, May 9, 2025 — continuing a tradition that last year became a first in Italian football.

The initiative is part of a wider strategy that leverages storytelling, heritage, and social impact to deepen connections with supporters while reinforcing AC Milan’s brand values.

Tradition Meets Innovation: A Tribute to Mothers on and off the Pitch

The central visual component of the campaign will see players replacing their usual surnames with their mothers’ maiden names, which will appear on official line-ups, stadium screens, and be read aloud by the match announcer. The San Siro’s LED boards and photo walls will also be themed around Mother's Day, showcasing photos of mothers submitted by fans, players, and club legends alike.

Special experiences have been designed for mother-and-child Rossoneri pairs, who will be hosted in the stadium’s VIP Lounge during the match. Children from local youth support programs will also walk onto the pitch with players, underscoring the inclusive and community-driven nature of the campaign.

Global Engagement Through Digital and Retail Channels

The campaign extends far beyond the matchday experience. AC Milan’s digital ecosystem — spanning social media, official apps, and the club’s website — will feature custom graphics, videos, and storytelling content. First team players, youth academy talents, and even Head Coach Sérgio Conceição will take part in a dedicated feature celebrating the role of mothers.

At the retail level, the club is leveraging the initiative to boost visibility and purpose-driven purchasing via the launch of a new Women's Collection. Proceeds from sales of this line, made between May 9–11, will contribute to a connected charity initiative.

CSR Integration: Supporting Teenage Mothers in Milan AC Milan Mother's Day

Through its philanthropic arm Fondazione Milan, the club is directing a fundraising campaign to support approximately 70 teenage mothers via the Spazio Indifesa Hub, a parenting support program run by Terre des Hommes. Funds will be raised through:

• Auctions of match-worn shirts

• Mascot experiences donated by ComAve, AC Milan’s Global Shopping Experience Partner

• Proceeds from museum ticket sales and product purchases made during the match weekend

  
  

The hub, launched in 2021 with support from Fondazione Milan, offers essential services to young mothers, particularly in the Gallaratese district of Milan.

Strategic Takeaways: A Holistic, Values-Based Activation

This campaign is a highly integrated brand activation that achieves multiple objectives:

• Strengthens emotional resonance with supporters by personalizing the matchday experience

• Drives visibility for women's apparel through a retail tie-in with real social impact

• Extends reach via global digital channels, appealing to the club’s 500+ million worldwide fans

• Demonstrates meaningful CSR alignment, connecting on-pitch storytelling with real community support

  
  

It’s a standout example of how top-tier clubs can go beyond marketing and create purpose-led, multi-channel fan experiences that align with commercial and cultural objectives.