AC Milan and Roc Nation have joined forces to boost the professional football club’s appeal.

According to NME, AC Milan and Jay-Z’s premier entertainment agency announced the official partnership last Friday (June 11), following the success of “From Milan With Love,” a virtual fundraising event to honor Italy’s frontline workers, which featured performances by DJ Khaled, Kelly Rowland, and Alicia Keys.

“Roc Nation is thrilled to embark on this unique partnership with AC Milan. Both brands possess a strong commitment to community, which was evident through the success of ‘From Milan with Love,'” said Michael Yormark, co-CEO of Roc Nation Unified. “I am looking forward to building on that success by creating more opportunities together that combine the integrity of the club’s rich history and Roc Nation’s signature ability to create and move culture.”

ABC News reports that Italy’s football powerhouse is enduring its longest Series A drought since the 1980s. As a result, the club warmly welcomes the unique, ambitious partnership—a first of the industry—to help return the team to its former glory as the pinnacle of the sport.

Efforts from the Roc Nation and AC Milan union will include philanthropy, music programming, merchandise collaboration, brand amplification, among other creative and digital strategies to attract new fans.

“This partnership between AC Milan and Roc Nation represents the coming together of two powerful organizations with strong values at their core,” said AC Milan CEO Ivan Gazidis. “Our shared commitment to inclusiveness, progressiveness, and excellence will drive everything that we do and I am very excited for what’s to come.”