Repubblica: What a second star would mean for Milan or Inter commercially

By Oliver Fisher -

AC Milan and Inter will contest the first derby of the season on Saturday night, with both teams tied on points at the top of the table perhaps indicating another Scudetto battle.

It will be a very important match in a season that will see both teams compete for the title again which, in the event of victory, would allow the winning club to celebrate their 20th Scudetto and thus put a second star above their crest.

La Repubblica (via interviewed Claudio Sottoriva, professor of Business Economics at the Catholic University of Milan, who tried to analyse the effects that the second star could have on the brands of the two teams.

“The achievement of the 20th title, if well communicated, can bring an increase in brand value of 25 percent, over a five-year horizon. It is an intangible asset, it’s true. But the turnover can go accordingly,” he said.

The fans of the club that wins the second star first will accept increases in the price of season tickets and tickets, according to Daniela Corsaro who is the professor of Marketing at the Iulm in Milan.

“The victory of the 20th title not only strengthens the existing fan base, but contributes to creating a new audience. Children often support those who win,” she said.

“Winning the twentieth championship would not only strengthen the existing fan base, but would contribute to creating a new audience.”

Tags AC Milan


  1. And increase of 25% in the brand value over 5 years? That’s kinda high. Even if for the new fan base it attracts. Is the impact of that second star really that high ? 🤔

  2. As long as I’ve been following Milan, our crest had a solitary star. It would be weird to see it with two when that does happen.


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