AC Milan ends the season with a substantial growth

AC Milan has confirmed its role as a key player in the licensing sector. Valerio Rocchetti tells us about the evolution of a club that looks to the future as a global brand.

AC Milan is now recognized as a global lifestyle brand, connecting with fashion, culture, and art. How has the role of Ecommerce, Retail & Licensing Director changed in recent years, and which skills are essential today to succeed in this sector?

Valerio Rocchetti: When I joined Milan in 2020, the department consisted of only two people and generated around €6 million in revenue. Our model was typical of many football clubs: outsourcing, low royalties, and few internal synergies. Today, we are a 25-person business unit, with team members coming from different industries, because I believe in cross-sector collaboration. Last year, we reached €31.6 million in revenue. This year, we aim to further improve.

We completely changed our approach: we internalized ecommerce, worked on the product, services, and customer centricity.

We are aware of the extraordinary projects related to AC Milan’s 125th anniversary, from collaborations with iconic brands such as NYY, Off-White, New Era, Medicom, and Assouline, to the celebratory kit designed by fans for the fans. What do you think was the key element that made this project so successful?

We started working on the 125th anniversary celebratory plan two years ago, with a clear goal: positioning Milan as a global lifestyle brand, with a narrative that could speak both to long-time fans and a newer, younger audience. From July to December, we created a true journey, with a drop on the 16th of every month (leading up to the anniversary on December 16th, 2024) in collaboration with notable partners: from eco-friendly bottles with 24Bottles to jewelry with Nove25 (a well-known Italian brand in the USA), to the sold-out collaboration with the New York Yankees and the lifestyle project with Off-White.

The key was narrative consistency. Every collaboration, every product, and every piece of social content told part of Milan’s history, but in a contemporary language that blended fashion, streetwear, pop culture, and the red-and-black identity. It was an incredible team effort, and the results proved us right: December was the best month ever for our ecommerce, with revenue doubling compared to the previous record.

What strategies did you adopt to engage fans and partners so effectively?

Valerio Rocchetti: The strategy was twofold. On one hand, we focused heavily on the product, not just in terms of design but also in price positioning. We wanted to have something for every type of football fan: from those who take their children to San Siro on Sundays and are looking for low-priced products, to those seeking aspirational collector items.

We launched unique products like the Be@rbrick in collaboration with the Japanese MediCom. A cult product, a design art collectible close to the sneakerhead subculture (Price: €1,274), which was the star of a futuristic and disruptive social campaign that showcased AC Milan’s innovative side.

At the end of October, we launched a collaboration with the historic Gattullo pastry shop in Milan, which in 1963 celebrated Milan’s first European Cup victory with a cake that entered into history. It was an operation that spoke to heritage while taking care of the traditional fan. Additionally, with the luxury publisher Assouline, we launched a limited edition coffee table book (Price: €1,223).

The younger fan target identifies with a club that wants to tell its story in a different way. These projects speak to a new audience compared to the past.

I’ll finish by mentioning the celebratory Sports & Fashion Lifestyle jersey created with Puma. Typically, work on jerseys starts two years ahead of time. We involved the fans in choosing every design element and positioned the jersey at an affordable price to make it accessible to a wider audience. The jersey was highly appreciated and was the star of the team’s birthday celebration at the stadium, featuring Milan legends. It’s no coincidence that the revenue in December 2024 doubled compared to the previous record.

Tell us about the 4th kit with PUMA and Off-White, a jersey that is also a manifesto of values: Black Excellence, Equality, and Inclusivity. How did this idea come about?

Valerio Rocchetti: This project came after some painful incidents, such as the racist attack on Mike Maignan during the Udine match. We stopped and asked ourselves what we could do to send a message to our fans. That’s how the idea for this kit came about—not just as a striking aesthetic piece, but as a statement with a clear message. We collaborated with Off-White and Puma to create something unique to launch in conjunction with Black History Month.

“The jersey, which features the colors of the Pan-African flag, is a tribute to 1963, the year of Martin Luther King’s historic speech and our first European Cup victory. It is proof that football can and should be a megaphone for messages of value.”

Looking ahead, what are the next challenges for the ecommerce, retail, and licensing areas of AC Milan?

Valerio Rocchetti: We are planning a series of initiatives to connect with new sports and major events, but also to develop localization strategies in the American market. We are expanding our physical retail network in airports and key cities. In addition to the Flagship Store “La Bottega del Diavolo” on Via Dante, we have opened at Malpensa Airport and are evaluating other opportunities. We’re looking at the international consumer, tourists, and the “casual” fan.

What is the value of the international market for you today?

Valerio Rocchetti: We are aware that Milan has strong international appeal, and this potential is reflected in our sales. We currently have a 55% domestic and 45% international sales split. This season, we’ve even reached a 45-55% ratio between Italy and the rest of the world.

The United States is our primary foreign market, with California at the top of the list of U.S. states. We’re the second strongest football brand in China.

We share our name with the city in English, and thanks to our efforts over the past few years, we’ve gained recognition as the club with the most authentic fashion, lifestyle, and streetwear strategy.

“Our approach is that of a global brand, speaking different languages to different audiences, while never losing its authenticity.”

Check out AC Milan’s profile on licensingitalia.it