AC Milan are the leading Serie A club when it comes to dominance of the market in Saudi Arabia, a study has revealed.
Milan are gearing up to face Inter in the Supercoppa Italiana final at the Al-Awwal Park in Riyadh tomorrow, but the Rossoneri have already claimed victory in the Arabian derby against their city rivals as the leading Italian football club in the Middle East.
According to the latest data from Serie A’s official Business Intelligence providers, the YouGov Global Fan Profiles survey, and Nielsen Sport’s television audience metrics, Milan stand out as the most prominent Italian team in the region.
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With over six million fans, Milan command a 19.2% share of the football fan base in the Middle East, higher than their rivals Inter and Juventus. This dominance is even more pronounced in key markets such as Saudi Arabia and the United Arab Emirates, where the club leads with 18.9% and 20.2% of fans respectively.
During the 2023-24 season, the Diavolo attracted the largest total audience in the Middle East and North Africa (MENA) region, with 25 million viewers tuning in across all competitions. Milan led the Serie A specific ranking too with 12 million viewers.
Milan and the Middle East have a long-standing partnership as seen by the shirt sponsorship from Emirates, which began in 2007. Casa Milan Dubai opened in 2023 as the club’s regional office and that has marked a new chapter in the bond, with a drone show marking the one-year anniversary.
Milan have forged strong relationships with influential local institutions, such as the Dubai Sports Council and the UAE Ministry of Economy, through frequent visits by senior leadership.
The Rososneri have expanded their youth development initiatives with the AC Milan International Academy in Dubai, which now welcomes female players. In addition, there was the launch of the AC Milan Academy Pro in Bahrain.
The club’s longest-running academy is in Kuwait, established over 15 years ago, has engaged and trained more than 5,000 young boys and girls, embodying the club’s commitment to nurturing football talent and fostering a connection with the region’s youth.
There is even more to the partnership too, such as when Dubai hosted the entire men’s first team and staff for a training camp during the 2022 World Cup break. It is clear that the club want to continue to expand their influence there as part of a larger mission to boost the global brand and the value of it.
