AC Milan will feature The Madhappy Foundation logo on the back of their playing kits throughout their upcoming UEFA Europa League campaign. The charity initiative debuts at San Siro against Benfica, raising awareness for youth mental health across Europe.
The Italian club enters European competition with a focused social directive. Supported by UEFA’s Take Care program, Fondazione Milan assigned its European back-of-shirt allocation to the Los Angeles-founded charity. The initiative launches “a season-long commitment to raising awareness around youth mental wellbeing through the power of sport” on PUMA-designed match kits.
The club outlined the strategic drive behind the initiative: “Fondazione Milan has long championed the power of sport as a driver of social change and a tool to support the wellbeing of young people. Today, that commitment is focused on one of the most pressing challenges facing younger generations: mental wellbeing.”
Madhappy, founded in Los Angeles as a clothing brand built around an optimistic ideology, commits one percent of net sales to mental health projects. The foundation supports organizations including The JED Foundation, Child Mind Institute, and the University of Pennsylvania’s Positive Psychology Center. Fondazione Milan selected the foundation for its capacity to engage authentically with younger demographics while bringing an international perspective.
The partnership focuses heavily on early intervention and developing self-awareness. The official statement highlighted this target: “At the heart of the initiative is a belief that supporting mental wellbeing begins long before moments of crisis. By helping young people develop self-awareness, confidence, meaningful relationships and a sense of belonging from an early age, it is possible to build stronger foundations for lifelong wellbeing. Sport plays a unique role in this journey, creating safe, inclusive environments where these skills can flourish.”
PUMA has partnered with Madhappy since 2025 on specialized apparel releases. Meanwhile, Fondazione Milan has invested over €13m in international social projects since 2003, assisting more than 200,000 beneficiaries.
As fixture congestion increases across the domestic campaign and cup obligations, attention shifts to San Siro for the opening fixture against Benfica. Milan aim to leverage continental exposure to drive engagement for youth mental health awareness.
