Yesterday, AC Milan – the globally renowned soccer club headquartered in Milan, Italy – made its debut appearance at South by Southwest (SXSW), the internationally renowned festival held annually in Austin, Texas.

AC Milan took center stage at the event, with Chief Marketing Officer Tania Moreno  participating in the panel “From Goals to Touchdowns: Cultivating Brands Across Continents,” alongside the Chief Marketing Officer of the Tampa Bay Buccaneers. Moderated by Sportico journalist Asli Pelit, the panel offered valuable insights into AC Milan’s strategies for enhancing its international presence and expanding its fanbase.

AC Milan’s participation at SXSW 2024 reflects the Club’s strategic positioning as a sports entertainment icon, capable of transcending the playing field, captivating the passions, especially of younger generations, living at the intersection of different worlds such as music, fashion, and lifestyle. A journey that is experiencing a phase of rapid acceleration thanks to the vision, skills, and expertise of RedBird Capital Partners – which acquired the Club in 2022 – in sports business, media, the ability to develop global brands, and create virtuous synergies.

Created in 1987, SXSW has evolved into a global showcase, annually hosting over 300,000 attendees, featuring thousands of artists and speakers from across the globe and serving as a meeting point for diverse industries such as technology, film, television, music, education, and sports. Through conferences, festivals, showcases, exhibitions, and screenings, SXSW brings together a diverse global audience, reflecting a dynamic convergence of ideas and perspectives. This unique environment serves as a catalyst for innovation and collaboration, making it an ideal platform for AC Milan to showcase its brand and engage with a global audience.

Some of the key topics addressed during AC Milan’s participation at SXSW below:

Tania Moreno on maintaining brand consintency and leveraging AC Milan’s platform to spread positive messages

“Maintaining consistency in brand representation while adapting to various platforms is paramount. With over 500 million fans globally and nearing our 125th Anniversary, AC Milan holds a fortunate position in the football world. We ensure brand guidelines are upheld across all platforms, yet tailor strategies to each. Cultural nuances are key when connecting with our international fanbase.

As a brand with a significant platform, it’s important to us to leverage it beyond engagement and revenue.  We have a responsibility to convey the right messages and actively contribute to positive change. Whether it’s advocating against racism in football or promoting social causes, we recognize the power of our platform in effecting meaningful change and shaping a better future for the global community.”

Tania Moreno on AC Milan’s key markets

“Outside of Italy, some of our key markets are the US, and the Middle East, each offering unique opportunities. In the US, we are super proud to have a player like Christian Pulisic to expand the reach of what we do, but he is not our strategy. Our main strategy involves targeting a significantly younger audience compared to other markets. We leverage existing brand equity from brands and categories that are important to this demographic, allowing us to cultivate authentic relationships and authentically engage them. In the Middle East, we opened an office at the end of last year and we also have some fantastic partners like Emirates that allow us to expand our reach.”

Tania Moreno on leveraging cultural trends

“Cultural trends play into our expansion strategy. From entertainment to fashion, our approach extends beyond football to be able to catch the attention of a new audience, who might not necessarily follow the sport. Our most recent Fourth kit launch was a perfect example of that, with over 60% of the audience engaging with our Instagram posts comprised non-followers, which demonstrated our ability to attract new demos beyond the realm of AC Milan fans.”

Tania Moreno on AC Milan and technology

“We leverage technology to address our business challenges and enhancing fan experiences. As an example, in tackling issues like racism in football, we utilize AI to sift through social media comments, swiftly identifying and removing hate speech. Additionally, we will harness technology to personalize content on our website, providing tailored experiences for our audience. We have also experimented with AR-powered filters, such as our recent Fourth kit filter, offering fans unique interactive experiences in our stadium . Leveraging our extensive archive of over 100 years of content, we are exploring AI solutions to tag players and streamline content creation processes, ensuring we deliver compelling highlights and videos efficiently. Our focus remains on solving real-world business problems through technology, rather than solely prioritizing engagement metrics.”

AC Milan’s presence at SXSW 2024 underscores the Club’s strong connection with the US market. With 43 million fans in the US and recognition as the most-followed Serie A club in

the country as well as the best-regarded Italian soccer Club according to international market research YouGov, AC Milan is deeply rooted in the American sports landscape.

The Club’s partnerships with the New York Yankees and YES Network, the recent Fourth kit launch with its partner PUMA and Los Angeles streetwear brand PLEASURES – AC Milan’s most successful kit launch – as well as last summer’s Pre-Season Tour in the West Coast, represent some key highlights that testify its presence and influence in the USA.