AC Milan’s New Era: Record Brand Value and a Bold UCL Ambition

The 2026-27 Serie A campaign kicks off with a radically reshaped AC Milan. After a disappointing previous season that saw the Rossoneri miss out on Champions League qualification, owner Gerry Cardinale has overhauled the club's leadership. New coach Ruben Amorim, along with a fresh sporting director and CEO, now spearheads a project aimed at restoring the club's European pedigree.

Milan's commercial resurgence is remarkable. Brand Finance reports a 236% brand value surge since 2021, the fastest growth among global football clubs, reaching €514 million. This financial strength, including three consecutive profitable seasons and record revenues of €494.5 million, provides the resources to compete at the highest level again.

Amorim, who previously won two Portuguese league titles with Sporting CP, arrives with a clear mandate. In his pre-season press conference, he emphasized the squad's potential to win every match and expressed a determined ambition to challenge for both the Europa League and Serie A titles, despite the need for adaptation and squad integration.

The summer transfer window has brought key reinforcements, including defender Mario Gila, signaling Milan's intent to bolster the squad. With a blend of new signings and a proven coach, the club is poised to make a serious push for a Champions League return, backed by unprecedented financial stability.