Inter Milan persevering with transition from simply soccer membership to life-style model

Serie A membership Inter Milan is within the fifth yr of its “latest and boldest transition, one that is taking it from being just a soccer club into being a lifestyle and fashion-focused brand,” in response to Kevin Baxter of the L.A. TIMES. Inter Milan Chief Revenue Officer Giorgio Ricci stated that the membership’s transition “will trade on its history as an international club and its location in one of the fashion capitals of the world.” Baxter notes it’s a “model that was pioneered by” Ligue 1 membership Paris Saint-Germain. Inter Milan has “teamed with Italian menswear brand Canali, created a new digital ecosystem that has won it a significant increase in video views and user engagement and has launched non-sporting merchandise such as streetwear accessories.” Deloitte stated that Inter Milan “brought in more than” $620M in 2024-25. Baxter notes that’s eleventh greatest on the planet and “a jump of about 70%.” All of Italian soccer is “in the midst of a long-needed overhaul.” A technology in the past, Serie A was the “best soccer league in the world.” Since then, the league has “struggled to market its product globally, lost many of its top players,” discovered “potential revenue streams closed off by aging, crumbling infrastructure, and saw its reputation and credibility damaged by the 2006 Calciopoli scandal.” An inflow of U.S.-based homeowners is “helping turn that around.” An enormous a part of that imaginative and prescient in Milan is “a new stadium” the membership hopes will “transform the game-day experience” (L.A. TIMES, 3/17).