Soccer fans have been treated to a thrilling summer with Euro 2024 and Copa América delivering 78 matches in just 30 days. Now, the excitement continues with preseason friendlies. AC Milan’s tour of the U.S. has sparked record sales and a surge in audience growth.
Following their New York City match, AC Milan will play Real Madrid in Chicago and FC Barcelona in Baltimore, with over 125,000 fans expected at these NFL stadiums.
Preseason friendlies have become a staple for Europe’s top clubs, offering additional revenue and building fanbases in the lucrative American market. AC Milan exemplifies this strategy perfectly.
Since the end of COVID-19 restrictions, AC Milan has ramped up its U.S. presence, playing in major stadiums and signing U.S. star Christian Pulisic from Chelsea before the 2023-24 season. In 2022, RedBird Capital bought AC Milan for $1.2 billion, with minority investments from the New York Yankees and Main Street Advisors, featuring celebrities like Drake, LeBron James, and Arnold Schwarzenegger. This deal led to AC Milan games being broadcast on the YES Network, America’s top regional sports network.
AC Milan’s U.S. tour included stops in Los Angeles, Las Vegas, New York City, Chicago, and Baltimore. Other top clubs like Barcelona, Chelsea, Manchester City, and Real Madrid joined the tour. AC Milan also engaged in off-field activities, including a meet-and-greet at the PUMA Flagship Store in New York City and Milan Junior Camps in 24 North American cities.
These efforts have significantly deepened AC Milan’s U.S. fanbase. Nielsen data shows AC Milan now has 43 million fans in the U.S. The club has seen a 154% increase in U.S. website visitors over the past year, with America becoming their second-largest market outside Italy. Mobile app downloads in the U.S. are up 266%, and jersey sales from American customers have increased by over 50%.
Christian Pulisic has been a major factor in this growth. He accounts for 51% of all AC Milan shirts sold in the U.S. and set a new e-commerce sales record for the club upon his signing in 2023. His jersey now makes up 14% of AC Milan’s global shirt sales.
These achievements have propelled AC Milan’s business success. Forbes ranks AC Milan as the world’s 14th most valuable football club at $1.43 billion. The European Elite 2024 report names AC Milan the fastest-growing football club in Europe for the third consecutive year. The club’s matchday revenues have doubled year-over-year, operating revenue increased by 84% over the last five seasons, and enterprise value has grown by 35% since 2023.
AC Milan’s U.S. tour showcases how international friendlies are not just for fans to see their favorite teams, but also strategic moves by top clubs to drive revenue growth. The U.S., with its massive economy and commercialized sports market, is a prime target. Formula 1’s success in the U.S. underscores the importance of penetrating this market, and AC Milan is leading the charge for football clubs.
This article first appeared on Huddle up
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