AC Milan Aims for UCL Return with New Leadership and Record Brand Value
As the 2026-2027 Serie A season approaches, AC Milan undergoes a significant transformation. Following a disappointing finish in the 2025-2026 season, where the Rossoneri failed to secure a Champions League spot and will instead compete in the Europa League, owner Gerry Cardinale initiated a complete overhaul of the club's hierarchy. This included the departure of coach Massimiliano Allegri, sporting director Igli Tare, and CEO Giorgio Furlani. In their place, Ruben Amorim, formerly of Manchester United, steps in as the new head coach. Amorim, eager to begin his Serie A journey after his stint in the Premier League, expressed confidence in the squad's potential. He stated, "We have a squad capable of winning every match, in any competition." Under Cardinale's leadership, AC Milan has witnessed impressive financial growth. According to Brand Finance, the club's brand value surged 28% year-on-year, reaching a record €514 million. This growth has propelled Milan from 16th to 14th among the world's most valuable football brands, surpassing Juventus and marking a 236% increase since 2021. The club's financial health has also improved, returning to profitability after 17 years and achieving record revenues for three consecutive seasons. Notably, Deloitte reported Milan leading Europe in commercial revenue growth (+28.1%) and stadium revenue growth (+39.6%). To bolster the squad, Milan has made significant investments during the summer transfer window, including the signings of: Mario Gila from Lazio for approximately $25 million Gonçalo Ramos from PSG for around $75 million, the most expensive signing in the club's history Diego Moreira from Strasbourg for about $70 million As the new season commences, AC Milan aims to reclaim its position among Europe’s elite, with aspirations firmly set on a successful campaign.
Source: CBS Sports - 2026-08-20