“Victory on the field is important, but not enough. The core, in fact, is the emotional bond that moment evokes in the fan. For what purpose? Leveraging the victory to generate new revenues for the club through promotions and sponsorships aimed at strengthening the team“.

With these words, Pier Donato Vercellone – Chief Communications Officer of AC Milan – introduced the panel “Business of Emotions” at SFS24.

Together with Petra Loreggian, a radio voice of the RDS network, they revisited AC Milan’s 125 years of history and the subtle nuances – aligned with the event’s manifesto – that have shaped the Rossoneri club.

AVAILABLE DATA

First of all, it’s essential to define the football industry: football is the most followed and widespread sport in the world, with 3.5 billion fans, 550 million of whom support AC Milan. Additionally, there’s the economic aspect; according to a FIGC report, Italian football contributes €11.3 billion annually to the GDP and employs approximately 130,000 workers.

COMMUNICATION STRATEGY

AC Milan has always emphasized the importance of extra-sport communication through targeted collaborations with the fashion, social, and lifestyle sectors. Over the past 5–6 years, the club has transformed into a media company focused on enhancing on-field and self-produced content to build an emotional connection with fans.

“We are not just a football team but also a social and cultural institution, and we believe that a future asset for the industry lies at the intersection of passions and trends. Milan deals with sports but conveys values and emotions to other fields to attract enthusiasts and convert them into the football galaxy“, said Vercellone. The club utilizes its in-house TV studios at Casa Milan and the content hub of its media house to develop initiatives that foster engagement. Beyond online efforts, community loyalty also involves promoting guided tours and similar projects.

CASE HISTORIES AND ANNIVERSARY

During the panel, two case histories were analyzed: “The Unexpected Goalkeeper” and “Her Name in the Game”. The first was created during the Genoa-Milan match last October, when striker Olivier Giroud had to step in as goalkeeper after the team’s keeper was sent off. From this unpredictable event came a creative idea that generated 70 million global views, 13 million engagement rates, and a 425% increase in sales of the player’s jersey.

The second initiative was launched on Mother’s Day, May 11, 2024. Milan aimed to raise awareness about a Constitutional Court ruling from two years ago, which allowed newborns to automatically take both parents’ last names. For the occasion, players wore jerseys featuring their mother’s surname. The result? 475 million global views, 150 million reach with zero media spending, and 93% positive sentiment on social media.

The mantra, Vercellone emphasized, is always to “think locally and then export globally,” overcoming international barriers without forgetting the club’s roots.

The panel’s final section focused on initiatives for the club’s 125th anniversary. Among them were a book published with Assouline and an exhibition in central Milan. The luxury box and its inauguration represented a pivotal moment to celebrate the club, reaffirming its role within the Milanese community and among its fans.