“From a football membership, Milan is transforming into a fun firm. RedBird has two priorities”

© Spada/LaPresse picture

Casper StylsvigChief Revenue Officer of AC Milan, gave the next inquiries to the journal Business People.

His transfer to AC Milan, which passed off in March 2019, coincided with a long-term change in enterprise. Can you inform us the place you began and the evolution you have gone by way of to vary your method and attain the outcomes the corporate is getting outdoors of what is going on on?
“We took the workforce at one of the troublesome levels. As for exterior operations, with the purpose of fixing the issue it was obligatory to determine a clear enterprise imaginative and prescient, which allowed us to work efficiently, particularly with This is what we proceed to do to have the ability to reap the benefits of the worldwide model world and well-known as AC Milan, which seems to be to the longer term. all over the world and create new worthwhile alternatives for our companions. For this purpose we’ve got began a strategy of innovation and know-how of the corporate, which we’re specializing in to attach the followers of the longer term. Young sports activities followers don’t join with football as we did, what they want is very completely different from vogue, sport, sports activities, music and innovation. In the social media, the Milan model should not solely be current however to enhance and set up innovation”.

There has been a lot speak in regards to the workforce’s capability to determine expertise by way of using algorithms and knowledge evaluation. What function do these applied sciences play in your small business?
“Our method to data and know-how means placing data-driven selections on the coronary heart of all the things we do, with a purpose to make higher selections, quicker, throughout the board, in sports activities or overseas. For instance, this 12 months, we launched a new e-commerce undertaking, benefiting from product monitoring two essential issues: on the one hand, to have a nice alternative to appreciate the total potential of the sale, on the opposite, to make sure the power to efficiently perform the very best gross sales throughout the epidemic”.

The nineteenth Scudetto definitely gave the followers curiosity and boosted the business partnership. In phrases of “knowledge”, what does this win signify for you?
“It’s true. The victory of the Scudetto was a nice results of the sport, which allowed the workforce to strengthen the constructive emotions of the model and construct it for the followers, to create outcomes that create business worth and enhance its fame. The evaluation was carried out within the following days. The finish of the Serie A contest allowed us to document a number of by way of digital interplay. For instance, greater than 3 million folks adopted the celebrations from Casa Milan after the Sassuolo victory, whereas the demonstrations on the bus on May 23 within the streets of Milan had been among the many hottest movies on YouTube in Italy. The outcomes on social networks, whose customers have grown considerably after the Scudetto, have additionally been attention-grabbing: for instance, AC Milan’s TikTok channel has gained 900,000 followers in a brief time, Zlatan Ibrahimovic’s speech within the locker room was essentially the most seen video on the planet the entire world on Instagram in between on May 23 and 25. oh, and “WeTheChamp1ons” had been seen and lively on Facebook among the many high 20 golf equipment in Europe. These are essential figures however, as success within the sport doesn’t occur immediately, this good end result was additionally attainable because of the work executed by the membership’s official motion up to now months: over time we had been capable of create a robust partnership with the Rossoneri workforce. , which incorporates and evokes the curiosity of thousands and thousands of followers all over the world day by day. A connection that is not solely seen, as evidenced by the current AC Milan Trophy Tour, which took the longest operating event on the planet”.

Tickets, procuring in shops and e-commerce portals, social networks and volunteer packages… Are there different sources or companions you depend on to get to know your 500 million supporters all over the world?
“Yes, the membership is taking completely different measures to get to know its followers higher. For instance, AC Milan has invested a lot within the improvement of digital instruments, which permit us to have a full image of our followers, with a purpose to make higher selections throughout the sport. put together our means and switch the variety of unknown followers into CRM customers and supply them (on-line and offline, in Italy and overseas) with a distinctive expertise, whereas on the identical time recording business advantages for the Club”.

Has the analytics of your supporters allowed you to enhance your communication campaigns, maybe narrowing them down by area?
“We continuously monitor our viewers and their temper, and take motion by way of our workforce of social media managers, climbing the ladder and altering the tone of our voice. We differentiate the content material in several methods, relying on the viewers and the situation , to make sure that every particular person can progress. What we wish to do is to supply personalised experiences; that should develop and due to this we as entrepreneurs should at all times attempt to supply the perfect digital experiences for all shoppers of leisure firms”.

How essential are new applied sciences to the analysis and choice of “non-sports” sectors to enter?
“Football is transferring ahead and transferring increasingly to the leisure trade. For a firm like AC Milan it is essential to go alongside, to know the modifications and to play an essential function within the sport. It is to take part sooner or later and on the identical time to extend our reputation and the variety of followers. This means capturing the variety of the time they spend on platforms, nevertheless it should be thought-about that the time spent on digital pictures reduces their capability to maintain. For this, solely authentic content material, creativity, uniqueness and fun can permit us to attain our objective. We should appeal to consideration and presence, and create high-quality merchandise that it may well appeal to our followers. Fans now not comply with the matches passively, however by way of what they need. to be a part of the historical past of a membership like AC Milan, from Monday to kick-off. We additionally have to differentiate the content material. based mostly on the developments we give it to them, that is why we’ve got a clear channel for Twitch, one for TikTok, and so forth… it permits us to handle your entire course of of making and publishing content material, positioning the Club as a protagonist within the thrilling evolution of worldwide sports activities”.

During the switch of possession to RedBird, the founder and Managing Partner Gerry Cardinale additionally emphasised the expertise of the American fund in sports activities leisure, knowledge assortment and evaluation to maintain Milan on the high of world football. What advantages will the brand new possession carry on this sense?
“RedBird is working to make sure that Elliott’s administration will proceed, together with the great sports activities outcomes obtained within the final season and proceed to spend money on all the important thing areas of the workforce, together with advertising and knowledge evaluation, with the purpose of bettering the sport and the sport. In normal, among the many It is essential to mix the management of the business and sports activities groups, in order that the workforce will be extra aggressive, to make sure the development and infrastructure, together with the digital, which is essential. Important sports activities organizations on the planet. AC Milan additionally needs to advertise girls’s and youth groups, not forgetting its charitable arm, represented by the Milan Foundation”.

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