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GdS: Milan’s aggressive commercial strategy continues


The AC Milan commercial team have embarked on a path over the last few years which has been aimed at increasing the brand power and visibility for the club.

La Gazzetta dello Sport report how the portfolio of Milan’s sponsors today is varied and embraces many areas, both geographically and in terms of their sector, with the likes of music, eSports and gaming and fashion all now in the Rossoneri family.

Among the recent partnerships we find, for example, One Football, EBay, Sorare and Monkey League (Nft digital football games), which are more recent operations in addition to those already successfully set up in 2021.

Last year, the new Milan Studios was set up as a hub for the production and dissemination of content, while agreements were struck with Google, Apple Music, Amazon Alexa and Jay Z’s Roc Nation.

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It is a multi-sectoral commitment that is paying off, as seen in the report at the beginning of the year when Deloitte had underlined Milan’s record leap forward in terms of revenues as the Rossoneri went from 30th to 19th position.

Now, RedBird Capital are the new owners and they want to transform Milan into a real media company, where football is obviously the main attraction but is accompanied by a long wave of entertainment to improve footing on American soil, as seen with the Yankees Entertainment and Sports Network agreement.

Since August 2020 – when factoring in new agreements and the renewals of existing contracts – the Milan commercial team have signed 34 deals.



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