Brand Finance: Milan ‘significantly behind’ European heavyweights in brand value

AC Milan, as you would imagine, have quite a strong brand value compared to the general market. However, it is worrying in football.

For a club like Milan, who have won 19 Scudetti and seven European titles, there is always going to be a strong brand. The Rossoneri colours are identifiable as their own, just as the white of Real Madrid or the Blaugrana of Barcelona.

Of course, it is also seen with collaborations. Look at the projects between Off-White and the Diavolo, for example.

Weak brand in comparison

However, a report from Brand Finance, via Gazzetta dello Sport, states that the brand value is not as significant as other European heavyweights. In fact, Milan boast the lowest value of the Italian top three.

Juventus have a score of 85, Inter with 82 and then the Rossoneri, narrowly behind with 81. Juventus’ score, for what its worth, is down 13%, Inter’s is up 5%, whilst the Diavolo’s is stable. For this score, the calculation is that the Rossonero brand is valued near the €400 million mark. For reference, Real Madrid have a 95/100 brand score, worth €1.9 billion, whilst Barcelona follow with 94/100 and €1.7b.

The valuation director of Brand Finance, Lorenzo Coruzzi, spoke about this too.

“Italian football is undergoing a profound transformation, both on and off the field. Serie A, one of Europe’s most prestigious leagues, stands out for its historic legacy, but faces a crucial challenge: it is the only one of Europe’s top five leagues without a football brand valued at more than €1 billion. This is a clear sign of the need to strengthen commercial competitiveness.

“Italy’s performance profoundly impacts the entire football ecosystem. The team’s failure to qualify for the World Cup and elimination in the round of 16 of Euro 2024 have dampened fan optimism.”