Milan have increasingly focused on merchandising and lifestyle products, risks that have paid off to the tune of millions.
Back in 2018, before the arrival of Redbird or Elliott, the Rossoneri earnt just €6m from merchandise, a low amount compared to their peers across Europe. As such, in recent years a key part of the commercial strategy has been to develop this aspect of the brand.
Milan owner Gerry Cardinale would like the club and brand to appeal to wider, younger and international audience, keen to expand the Rossoneri world as much as possible. In the meantime, work is still also ongoing regarding a new stadium, which’ll also boost the club and brand.
Milan bet pays off
Il Sole 24 Ore via Calciomercato.com details how Milan earnt around €30m in merchandising revenues last season, a five-fold increase compared to six years ago. The objective now is to increase this figure to €90 over the next five years.
The Rossoneri’s online store historically recorded net revenues of around €2m per year, whilst last season it brought in circa €14m. Similarly, the two physical stores brought in earnings of €4m in the 2017-18 season, whilst now the five stores collected over €16m.
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