La Gazzetta dello Sport provided a compelling case in its latest print edition. The newspaper highlighted AC Milan's desperate need to qualify for the Champions League competition of next season. The sustainability of the club, the fundamental principle that highlights the philosophy of RedBird Capital Partners relies on sporting success.
The Champions League is the competition that can ensure the highest earnings for the club. Tuesday's match was a shining example of this, as Milan's victory brought in almost 10 million in revenue. This amount is remarkable, especially when compared to the 7 million spent on one of the game's standout players, Malick Thiaw, as reported by Milan News.
This is the essence of sustainability: being able to finance the market and even exceed it. The Champions League generates revenue and provides a platform for exposure. Gerry Cardinale's sports model is based on entertainment, and Milan promises the best showcase to all sponsors with whom it agrees. Failing to qualify for the Champions League competition would be risky and dangerous for the future of the AC Milan club.
