The AC Milan Chief Marketing Officer, Tania Moreno, and the Chief Marketing Officer of the Tampa Bay Buccaneers both spoke on the panel "From Goals to Touchdowns: Cultivating Brands Across Continents," which took center stage at the event. The discussion, which was facilitated by Sportico journalist Asli Pelit, provided insightful information about AC Milan's plans for growing its fan base and strengthening its global footprint.
The fact that AC Milan will be present at SXSW 2024 is a reflection of the Club's strategic positioning as a icon of sports entertainment that can transcend the field of play and captivate audiences, particularly younger ones who live at the nexus of music, fashion, and lifestyle. Thanks to RedBird Capital Partners' vision, abilities, and experience in sports business, media, worldwide brand development, and forming positive synergies, which acquired the Club in 2022, the trip is currently undergoing a phase of rapid acceleration.
Since its founding in 1987, SXSW has grown into a global showcase that welcomes over 300,000 visitors each year, showcases thousands of artists and speakers from across the world, and acts as a hub for a variety of industries, including technology, film, television, music, education, and sports. SXSW reflects a dynamic convergence of ideas and viewpoints by bringing together a varied worldwide audience through conferences, festivals, showcases, exhibitions, and screenings. This special setting encourages creativity and teamwork, which makes it the perfect stage for AC Milan to present its brand and interact with a worldwide audience.
The following are some of the main subjects that AC Milan covered during SXSW:
Tania Moreno on preserving brand consistency and using AC Milan's platform to disseminate encouraging words
"It's critical to preserve brand representation uniformity across a range of channels. As we approach our 125th anniversary and have more than 500 million supporters worldwide, AC Milan enjoys a fortunate standing in the football world. While maintaining brand guidelines across all platforms, we customize our strategy for each. It's important to understand cultural quirks while interacting with our global following.
The following are some of the main subjects that AC Milan covered during SXSW:
Tania Moreno on preserving brand consistency and using AC Milan's platform to disseminate encouraging words
"It's critical to preserve brand representation uniformity across a range of channels. As we approach our 125th anniversary and have more than 500 million supporters worldwide, AC Milan enjoys a fortunate standing in the football world. While maintaining brand guidelines across all platforms, we customize our strategy for each. It's important to understand cultural quirks while interacting with our global following.
We believe it's critical to use our platform as a brand to generate more than just income and engagement. It is our duty to spread the appropriate messages and actively support development. We understand the ability of our platform to bring about significant change and create a brighter future for the world community, whether we are fighting racism in sports or supporting social causes.
Tania Moreno on the main markets for AC Milan
"Some of our important markets outside of Italy are the US and the Middle East, each of which presents special prospects. Although we are incredibly delighted to have a player like Christian Pulisic in the US to broaden the scope of our work, he is not our plan. Targeting a far younger readership than other markets is our primary tactic. In order to build genuine connections and engage this audience, we take advantage of the established brand equity from companies and categories that are significant to them. We launched an office in the Middle East at the end of the previous year, and we can further our reach thanks to some amazing partners like Emirates.
"Some of our important markets outside of Italy are the US and the Middle East, each of which presents special prospects. Although we are incredibly delighted to have a player like Christian Pulisic in the US to broaden the scope of our work, he is not our plan. Targeting a far younger readership than other markets is our primary tactic. In order to build genuine connections and engage this audience, we take advantage of the established brand equity from companies and categories that are significant to them. We launched an office in the Middle East at the end of the previous year, and we can further our reach thanks to some amazing partners like Emirates.
Taking advantage of cultural trends: Tania Moreno
Cultural developments influence our strategy for growth. Our strategy goes beyond football to attract the interest of a new audience that may not be a fan of the game, from entertainment to fashion. Our most recent Fourth kit launch was the ideal illustration of that, as non-followers made up over 60% of the audience that interacted with our posts on Instagram, demonstrating our ability to draw in new audiences outside of the AC Milan fan base.
Cultural developments influence our strategy for growth. Our strategy goes beyond football to attract the interest of a new audience that may not be a fan of the game, from entertainment to fashion. Our most recent Fourth kit launch was the ideal illustration of that, as non-followers made up over 60% of the audience that interacted with our posts on Instagram, demonstrating our ability to draw in new audiences outside of the AC Milan fan base.
Regarding technology and AC Milan, Tania Moreno
"We use technology to solve business problems and improve fan experiences. For instance, to combat racism in football, we use artificial intelligence (AI) to quickly detect and eliminate hate speech from social media comments. Furthermore, we will utilize technology to customize material on our website, offering our audience experiences that are specifically catered to their needs. Our stadium offers spectators exclusive interactive experiences through our latest Fourth kit filter, which is just one example of the AR-powered filters we have been experimenting with. By utilizing our vast collection of more than a century's worth of material, we are investigating artificial intelligence (AI) methods to identify players and optimize content production procedures, guaranteeing the timely delivery of captivating highlights and videos.
"We use technology to solve business problems and improve fan experiences. For instance, to combat racism in football, we use artificial intelligence (AI) to quickly detect and eliminate hate speech from social media comments. Furthermore, we will utilize technology to customize material on our website, offering our audience experiences that are specifically catered to their needs. Our stadium offers spectators exclusive interactive experiences through our latest Fourth kit filter, which is just one example of the AR-powered filters we have been experimenting with. By utilizing our vast collection of more than a century's worth of material, we are investigating artificial intelligence (AI) methods to identify players and optimize content production procedures, guaranteeing the timely delivery of captivating highlights and videos.
Rather than putting engagement metrics first, our focus is still on using technology to solve practical business challenges.
The fact that AC Milan will be present at SXSW 2024 highlights the Club's close ties to the US market. Having 43 million supporters in the United States and being the most popular Serie A team on
both the nation and the highly renowned Italian soccer club International market research firm YouGov claims that AC Milan has a strong connection to the American sports scene.
The fact that AC Milan will be present at SXSW 2024 highlights the Club's close ties to the US market. Having 43 million supporters in the United States and being the most popular Serie A team on
both the nation and the highly renowned Italian soccer club International market research firm YouGov claims that AC Milan has a strong connection to the American sports scene.
Some significant events that demonstrate the Club's influence and presence in the USA are the Pre-Season Tour through the West Coast last summer, its partnerships with the New York Yankees and YES Network, the club's most successful kit launch (the Fourth kit launch), which it recently launched with PUMA and Los Angeles streetwear brand PLEASURES.