BTX: A Serie A-level bar, now at the stadium with AC Monza

For the first time, Btx Bar is bringing aesthetic medicine into the world of football. A meeting of sport, physical and mental well-being, and pop culture that aims to reach a new audience.

BTX BarandAC Monza join forces for the 2026/2027 season. A partnership that marks BTX Bar's debut in professional football and represents a first for an aesthetic medicine provider to have this kind of presence in Serie A.

A new challenge in professional football

For BTX Bar , football represents a natural extension of its identity. The brand was born using popcodes, starting with its name, its signature pink, and its "bar" format, to make aesthetic medicine more accessible and democratic.

Just like football, which speaks the ultimate universal language.

Bringing the BTX Bar pink alongside the red and white of Monza it means, therefore, entering a new space without giving up your own identity.

A partnership that goes beyond the pitch

The partnership has a clear goal: to transform the stadium into a place to talk about personal care as a form of training, in a natural, sporting, and non-judgmental environment.

It is not just about adding a logo to the sidelines, but about opening a new conversation on the relationship each person has with their own body and bringing together worlds that are seemingly very far apart.

The season will, in fact, be accompanied by a series of activations inside and outside the stadium, from digital content to initiatives dedicated to the public, up to a social project scheduled for November 25th, for the International Day for the Elimination of Violence against Women.