AC Milan is the Italian team with the most important international palmares, so it is not surprising that they can also boast the best known football brand abroad. This is certified by the study published by YouGov, an international group of market analysis and research: the “AC Milan” brand was the most prominent in the US and Chinese markets, at least among those relating to Italian football clubs. The ranking compared the situation photographed in February 2020 with February 2021 and was calculated taking into account six indicators: impression on players and coaches, perception of management, culture of support, tradition, quality of play and club success.

In the United States, the Milan brand has seen the index grow from 1.9 to 6.1: it is the first Italian club and the eighth overall behind Manchester Utd, Real Madrid, Barcelona, Manchester City, Liverpool, Chelsea and Bayern Munich. In China it is at 14.9, in third position behind Real Madrid and Barcelona. It is precisely in Italy, however, that the Rossoneri Club made the most significant leap forward, going from 7.3 last year to the current 22.5, which places Milan in second place in this special ranking.

While the results on the pitch have largely contributed to this relaunch (+17 points compared to last season for Pioli’s team), on the other hand, communication, digital transformation and fan engagement strategies have begun to bear fruit fielded by the property Elliott, who took over from Li Yonghong in 2018 and intends to increasingly involve the more than 500 million Rossoneri fans around the world. Dreaming of overtaking FC Inter in the current Serie A standings, AC Milan at least enjoys the one related to the brand within the national borders: in Italy Juventus FC remains first (which drops from 33.8 to 30.4), then AC Milan (22.5) and FC Inter. (18.1).

Published by Marco Perrotta

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