AC Milan are moving at a fast pace in the transfer window so far with Tijjani Reijnders set to become the fifth signing next week, but they are also moving quickly from a commercial standpoint too.
La Gazzetta dello Sport recall how on Wednesday – in the glittering House of BMW on via Monte Napoleone in Milan – the renewal of the agreement between Milan and the automotive company was celebrated.
New partnerships with Kumho Tire and New Era have been signed, with the latter being a quite significant deal in terms of establishing the Rossoneri as a fashion brand.
New Era are a company that produces over 30 million caps a year, sold in over 40 countries for over two hundred US colleges and for the major US sports leagues (NBA, NFL, NHL and MLB) and for some major merchandising lines (Marvel, DC Comics, Harley Davidson).
They the perfect emblem of RedBird management from a commercial point of view and the club’s goal is to intercept the more than 500 million fans that Milan estimates it has around the world.
Recent studies and sector reports place the Rossoneri at the top in various countries (according to YouGov, Milan is the best football brand in Italy and the most appreciated among Italian clubs in strategic markets such as the USA and China) or in any case underline its growth.
That’s why the club has recently enhanced and strengthened the entire commercial area from various points of view by investing in organisation, people, infrastructure and technology, which is led by Chief revenue officer Casper Stylsvig.
In the 2022-23 season alone, 13 new deals were closed. Off-White, eBay, Sorare and One Football came on board. Considering renewals and strategic partnerships, the number grows up to 28 (Warner Bros, New York Yankees, Socios, Clivet, just to name a few).
Some partnerships have pushed Milan as a global brand, such as agreements with the New York Yankees and Warner Bros, where a character like Dwayne ‘The Rock’ Johnson was involved.
This is also Cardinale’s project in a nutshell: a mandatory increase in revenues prior to the big push that will come with a Milan-owned stadium.