As per La Gazzetta dello Sport, the AC Milan club management is implementing a marketing strategy to expand its audience and meet the preferences of fans, with a focus on the commercial segment.
The club has seen significant growth in merchandising and licensing revenues, increasing from 6 million euros in the 2017-18 season to 30 million in the 2022-23 season, with double-digit growth in the current season. The goal is to exceed 90 million euros in the next five years.
Valerio Rocchetti, heading the department for almost five years, has led the development of this branch like a startup, increasing staff from 3 to 17 employees with an average age of 27.
The internalisation of e-commerce in 2022 led to a turnover of 2 million euros in the first month, equal to that of the previous 12 months.
Milan aims for a unique positioning in the industry, leveraging the strength of its brand and collaborating with fashion, music, and entertainment brands to create a multiplier effect.
The recent capsule collection inspired by Rafael Leao, featuring shirts, t-shirts, and streetwear-style hoodies, reflects this positioning strategy at the intersection of sports, lifestyle, fashion, and culture.
The success of this strategy is evident in the popularity of the fourth jerseys, with the 2023-24 kit produced in collaboration with Puma and Pleasures doubling pre-orders compared to the previous season.
California is the second region in terms of sales after Lombardy, demonstrating Milan's global appeal.
