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AC Milan Partners with KAGR to Boost U.S. Fan Engagement and Revenue




AC Milan has announced a collaboration with Kraft Analytics Group (KAGR), a sports and entertainment data analytics company, to enhance fan engagement and unlock new revenue streams. This initiative marks KAGR’s first international partnership and aims to extend the 125-year-old club’s global reach, particularly in the United States.


Through this partnership, AC Milan will leverage KAGR’s expertise, which spans major North American sports entities, to better understand and engage with its fans. Jessica Gelman, CEO of KAGR, noted, “This partnership represents a cultural shift for AC Milan. Their openness to learning from KAGR, who work across the NFL, NCAA, NASCAR, and more, is a credit to what they’re striving to be.”


A key component of the collaboration involves utilising KAGR’s data-driven insights to optimise fan experiences and drive business growth. This includes expanding global retail and brand sponsorships, enhancing match-day experiences, and offering additional premium and hospitality products. The partnership aims to provide AC Milan with data insights to create personalised fan experiences, grow demand, and expand its international reach, including within the U.S. market.


“By leveraging KAGR’s expertise, we are poised to deliver unparalleled fan experiences while unlocking new revenue growth opportunities,” said Tania Moreno, AC Milan’s Chief Marketing Officer.


The announcement comes as AC Milan kicks off their preseason Soccer Champions Tour in the U.S., starting with a match against Manchester City at Yankee Stadium. This tour is part of AC Milan’s strategy to grow its presence in the United States, where the club claims over 40 million fans.


Gelman emphasised the importance of personalised fan experiences, stating, “The concept of personalising the fan experience and the uniqueness of how each fan wants to be engaged by various channels is key. Knowing the fan is increasingly important for sponsors, who need to see the ROI of their sponsorship investment.”


AC Milan’s controlling shareholder, RedBird Capital, purchased the club in 2022, valuing it at $1.3 billion (€1.2 billion). Led by Gerry Cardinale, RedBird also owns French soccer club Toulouse FC and holds a stake in Fenway Sports Group, which owns Liverpool, the Boston Red Sox, and the Pittsburgh Penguins.


Last October, AC Milan posted their first yearly profit in 17 years, with a 36% jump in revenue, surpassing the $400 million mark for the first time.


Gelman concluded, “People often look for a competitive advantage on the pitch, and there is a connectivity that if you have a competitive advantage on the business side, it can translate into success on the pitch. AC Milan is very sophisticated and smart to understand that.”

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