AC Milan Brand Value | AC Milan Brand Valuation, Rating & Profile

Performance of the brand

As attendance falls and stadia infrastructure deteriorates Italian football is losing popularity, which is reflected in poor growth for the two Milan based clubs. AC Milan’s Serie A title keeps them just ahead of Inter Milan in brand value despite a poor European campaign.

The club has chosen to manage its commercial and marketing affairs through a separate specialist sport agency. This decision allows the clubs to utilise out-sourced expertise rather than develop this strategy internally. One of the first strategies adopted by AC Milan in the new agency agreement was a “less is more” policy, which sees the number of sponsors affiliated with the club reduce. With a smaller number of commercial partners, the club believes it is better able to leverage brand value through the exclusivity available.