AC Milan

The challenge

AC Milan recognized a significant opportunity to expand its global footprint and tap into the rapidly growing football market in the Middle East. The challenge was to establish a genuine and lasting connection with fans in the region, going beyond simply increasing brand visibility. This required a strategic approach that authentically engaged with the local culture and fostered a deeper sense of community.

The solution 

To achieve this, AC Milan launched Casa Milan Dubai, a dedicated hub serving as the Rossoneri's home in the Middle East. This initiative involved a multi-faceted approach. Firstly, AC Milan committed to investing in the next generation of football enthusiasts by expanding its academy program in the region. This built upon the success of their long-running academy in Kuwait, which has already engaged thousands of young players. Collaborating with acclaimed Emirati filmmaker Nāyla al-Khāja to create a captivating video that showcases AC Milan's values and international appeal. This collaboration positioned the club at the intersection of sports, entertainment, lifestyle, and fashion, resonating with a broader audience. Finally, AC Milan embraced a new era of brand evolution, transforming itself into a diverse and dynamic entity that extends beyond the football pitch.

The result

The establishment of Casa Milan Dubai marked a significant milestone in AC Milan's global expansion strategy, demonstrating a genuine commitment to the Middle East. By investing in youth development and engaging with local creatives, the club has fostered deeper connections with its Middle Eastern fanbase and inspired future generations of footballers. Furthermore, AC Milan's strategic brand evolution has solidified its position as a leading force in world football, with its influence and value rapidly growing both on and off the field. This multifaceted approach has successfully positioned AC Milan as a truly global brand with a strong presence in a key international market.