YouGov: Milan the most popular football brand in Italy – positive signs in USA and China

By Oliver Fisher -

AC Milan have the strongest football brand in Italy and the most appreciated among Italian clubs in strategic markets such as the USA and China, it has been revealed.

A study from FootballIndex (via – which factors in authoritative international market analysis from research group YouGov – has analysed the brand presence and strength of football clubs in their domestic markets and abroad.

The results of the survey testify to the strong and renewed international appeal of Milan consolidated in the last 24 months in which fortunes on the pitch have improved. Not only that, but the clear global strategic vision of the ownership and the push for innovation ensures that no stone is left unturned.

In Italy Milan have gone from a score of 20.9 last year to the current 21.2 on the index, which puts Milan in first place above Inter and Juventus. In the USA, the AC Milan brand has achieved a real surge of almost 3 points, which means they are first among Italian clubs and the eighth in the overall ranking.

Lastly, in China last year’s excellent score was also confirmed in the 2021-22 season and Milan have maintained their leadership among the Italian teams and third overall position behind Real Madrid and Barcelona.

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