"First of all, we're in an incredibly strong position, because we work for or represent a club that has had enormous success in its history. The second most successful club in terms of Champions League titles. It's true that we haven't won one for a while, but we're still in second place. We also have the geographical advantage of being in Milan, the fashion capital, which also gives us a certain distinctiveness, even off the pitch."
"Until 2017, AC Milan were owned by Silvio Berlusconi, and between then and when RedBird took over the club, there was certainly a bit of mismanagement. The Berlusconi era of Milan is potentially one of the most successful spells in European football. Under him, the Rossoneri won everything that there is to win in Italian football, whilst also dominating the continent."
AC Milan achieved dominant domestic and continental success under Silvio Berlusconi but experienced mismanagement after his sale and during the transition to RedBird ownership. Recent ownership and leadership have begun rebuilding the club with plans for a new stadium shared with Inter, improved financial results, and a renewed competitive team. The club emphasizes its historic Champions League pedigree and Milan's global fashion status to enhance off-pitch distinctiveness. Strategy shifts include adopting best practices from other industries, hiring talent from outside football, approaching problems differently, and partnering with commercial brands to professionalize operations and restore long-term competitiveness.
Read at SempreMilan
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