MN: “We want to win” – Milan’s project remains built around on-field success

By Oliver Fisher -

AC Milan’s project under owners RedBird Capital remains one geared around on-field success as one of the key foundations of a virtuous cycle.

MilanNews recall how Gerry Cardinale announced himself as the new owner of Milan with two very strong sentences: “I hate losing. We want to win.” Raising the Scudetto in 2021-22 and reaching the Champions League semi-finals last season must be a starting point, not a destination.

The €1.2bn his fund spent to buy the club – to which must be added all the commercial investments, the upcoming ones for the new stadium and, obviously, those for the summer mercato – do not and can not coincide with a downsizing of the project.

Indeed: Milan want to grow, on and off the pitch, accompanying sporting successes with economic ones because the two are intrinsically linked. Good results bring prize money and greater exposure, which in turn increase the revenues.

One thing is clear though: Milan want to be competitive, but not at all costs and while there is no winning project that is not based on sporting success, there will still be an eye on doing the best thing for the sustainable future of the club.

Milan works and will work to build a brighter future, starting with trying to retain the top players in the squad, to win and do so for a long time.

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