The late patron would have been delighted. Olimpia Milano, also known as EA7 Armani Milan, won his sixth Italian Supercup basketball (the second consecutive one) with a clean 90-76 win over Germani Brescia. In a well-controlled final, Milan managed the key moments without ever giving ground, confirming its solidity under coach Ettore Messina, at his fourth Supercoppa success - with Treviso in 2002, with Milan in 2020, 2024 and now 2025.
One striking statistic: in 10 finals played, Milan has won six times. The margin is significant and shows how the team knows how to be ready in the decisive moments. The president of the Italian Basketball Federation, Giovanni Petrucci, sent his congratulations to the club, coach, staff and players, stressing the importance of this achievement for the national basketball movement. A triumph that, by the way, came on the same day as the fashion show event at the Brera Art Gallery, a double gift ideally given by the Lombard capital to the late illustrious master.
At theUnipol Forum also present were our students from the Online Master's Degree for Basketball Manager, accompanied by teacher Davide Fiori. They were able to breathe in the excitement of the sidelines and learn about new features of the new season, such as the streaming platform LBATV In collaboration with Deltatre.
Behind the "EA7" seal: Armani and sports
In fact, when talking about Olimpia Milano, one cannot ignore the stable and deep connection with Giorgio Armani and the world of sports fashion, a winning example of industrial patronage. A story of recovery and success, considering how much the new ownership has changed the fortunes of the team since its acquisition in 2008.
The arrival of the designer transformed a struggling team into one of the most titled teams in Italy and Europe, after the mediocre results of the Corbelli management. In fact, on the continent itself, they already got off on the right foot yesterday. After winning the Super Cup, the team flew to Belgrade to win its first game in the new Euroleague.
After the match was over, Coach Messina said. proud of the victory and recalled his affectionate, almost filial relationship with Giorgio Armani. His memory will be an inspiration and impetus for new goals.
What is the difference between Armani and Emporio Armani? What does EA7 mean? All the steps from sponsorship to ownership
- Emporio Armani is a brand of the Armani Group, with a line designed to be more trendy, experimental and linked to a more accessible concept of "democratic fashion." It was born in 1981.
- The brand EA7 was born instead in 2004 as a sports declination with a technical vocation, capable of combining performance, aesthetics and brand identity. The "7" has become a symbol of the marriage of sports and fashion, and its meaning remains controversial. It could be a reference to Andrij Ševčenko's jersey number when he played for AC Milan.
- As early as 2004, the Armani Group was the main sponsor of Olimpia Milano, with the now discontinued Armani Jeans line. In 2008, Giorgio Armani decided to acquire the team, turning it into theEA7 Emporio Armani Milan.
- With this operation, Armani not only "put the logo on the jerseys": he incorporated a vision of branding, style, and managerial continuity into the sports project.
A sporting tradition in the DNA of fashion
It is not just a matter of "putting a name to it," but of interweaving shared values:
- Armani has long spoken of sports as an "extraordinary form of representation and communication of contemporaneity."
- The division EA7 continues to offer technical garments for training, fitness, workouts: clothing that "follows the movement" but without losing the Armani aesthetic.
- The EA7 brand has also sponsored non-basketball sports events, for example, the Cortina ski races (World Championships 2021)
This intermingling of sports and fashion allows it to appeal to broader audience segments: fans, athletes, and style-conscious consumers.
The implications for Sport Business: what can we learn?
Being part of the Sport Business Academy network, it is worth reflecting on some insights that emerge from this case:
- Branding and sports licensing
The link between a strong team (like Olimpia) and a high fashion brand generates a platform for mutual visibility. It is not just "putting a name on a uniform," but building an ecosystem: merchandising, events, technical apparel, cross-media campaigns. - Value of identity and continuity
Armani is not a throwaway sponsor, but has focused on continuity-ownership, shared branding, visual identity-that makes "EA7 Milano" a recognizable symbol, stable over the years. - Emotional rootedness
Olimpia fans see more than just a team: they see "the Red Shoes" with an identity beyond the parquet. The balance between sports performance and aesthetic appeal strengthens the fan's emotional bond. - Educational and career opportunities
An "Armani-Olimpia case" is a real-world workshop for students and professionals in sports management: from sponsor management, merchandising, and communication strategy to product placement and licensing.
