The mission under Elliott Management was to grow the brand of AC Milan around the world, and that objective has only gained in importance now RedBird Capital are in charge.
Read SempreMilan ad-free and get access to exclusive news. Click here for a free trial!
La Gazzetta dello Sport talks about Milan’s commercial strategy, one that has seen the likes of Apple Music, Amazon Alexa, Konami, eBay and Roc Nation become partners of the club, with 35 different agreements reached since Casper Stylsvig took up his role as Chief Revenue Officer.
The Scudetto trophy going to London and then to New York shows an intention to make fans feel close to the club, with a watch event for the Juventus game held at 40/40 – an iconic club owned by Jay Z – where Metta World Peace was seen.
Dwayne “The Rock” Johnson appeared on the big screen to shout “Forza Milan” at half-time in the game as part of a collaboration between Milan and Warner Bros Discovery. The new partnership with Off-White demonstrates a link with the fashion world, too.
In 2020-21 Milan got €65m in commercial revenues, a figure that has returned to around €70m which is the an increase back towards the pre-Covid levels. More money should keep coming in too as the contract with PUMA has been renewed until 2028 and has been raised to €30m per year.
A renewal with the jersey sponsor Fly Emirates is expected shortly too, with the current €14m plus bonuses to at least double. A phrase from Paolo Maldini at the Sport Festival therefore comes to mind: “To compete, we will have to increase our revenues and our wage bill. The time has come, gradually, to respect the project that provides for an increase in economic effort based on revenues.”
