Brand Finance: Milan the ‘world’s fastest growing club brand’ since 2021 – the figures

The latest Brand Finance Football 50 2026 report was published earlier this morning, with some significant results for AC Milan.

With a 28% year-on-year increase in brand value, Milan have climbed from 16th to 14th place globally, entering the Top 15 football clubs worldwide and overtaking Juventus.

The report also highlights the Rossoneri as the fastest-growing Italian football club compared with the previous edition, with brand value increasing by 28%.

Looking at the longer-term trajectory, Milan has recorded the highest brand value growth globally between 2021 and 2026, increasing by 236%, ahead of Aston Villa, Porto, Bayer Leverkusen and Arsenal.

For the first time, the Club has also surpassed the €500m mark in brand value, reaching €514m – a new all-time record achieved under the ownership of RedBird.

Obvious progress

As mentioned, Milan were the lowest value of the ‘big three’ in 2025, so they have taken a positive step. Twelve months ago, the valuation director of Brand Finance – Lorenzo Coruzzi – spoke about the challenges Serie A is facing.

“Italian football is undergoing a profound transformation, both on and off the field. Serie A, one of Europe’s most prestigious leagues, stands out for its historic legacy, but faces a crucial challenge.

“It is the only one of Europe’s top five leagues without a football brand valued at more than €1 billion. This is a clear sign of the need to strengthen commercial competitiveness.

“Italy’s performance profoundly impacts the entire football ecosystem. The team’s failure to qualify for the World Cup and elimination in the round of 16 of Euro 2024 have dampened fan optimism.”