By Francesco Porzio
August 20, 2026
The dawn of the 2026-2027 Serie A season brings with it a sense of profound transformation at AC Milan. For the Rossoneri, the summer has been defined by a total institutional overhaul, a strategic pivot in recruitment, and the arrival of a high-profile tactician tasked with restoring the club to the pinnacle of European football. Following the stinging disappointment of failing to secure Champions League qualification last season—a reality that relegated the historic Italian side to the Europa League—owner Gerry Cardinale has moved with ruthless efficiency to redefine the club’s identity.
A Summer of Sweeping Reform
The post-mortem of the 2025-2026 campaign was swift and severe. Recognizing that the club’s sporting trajectory had stalled, Cardinale dismantled the existing hierarchy. The departures were significant: manager Massimiliano Allegri, sporting director Igli Tare, technical director Geoffrey Moncada, and CEO Giorgio Furlani were all relieved of their duties.
This vacuum at the top was filled by a collaborative process led by Cardinale, assisted by the influential RedBird advisor Zlatan Ibrahimović and club director Massimo Calvelli. Their mandate was clear: replace the stagnation of the previous cycle with a dynamic, forward-thinking structure capable of navigating the modern financial and tactical landscape of European football.
The Tactical Maestro: Ruben Amorim’s Italian Odyssey
At the heart of this restructuring is the appointment of Ruben Amorim as the new head coach. Amorim, whose reputation was forged through a highly successful spell at Sporting CP—where he secured two league titles and a suite of domestic cups—arrives in Milan with something to prove. His tenure at Manchester United, which ended prematurely during the 2025-26 season, serves as a backdrop of professional adversity that he is eager to overcome.
Amorim’s arrival represents a departure from the conservative tactical setups that previously characterized the Rossoneri. He brings with him a philosophy of high-intensity, structured attacking play that he hopes will translate to the unique rigors of Serie A.
"We have a squad capable of winning every match, in any competition," Amorim stated during his inaugural press conference. "If we go step by step, we can achieve something significant. In the Europa League, we must believe and we must want to win the competition. Then there’s Serie A: We know we’ll face many teams who have been working with their coaches for a long time, so it will be difficult, but I can’t come here and say we can’t or don’t want to win the league. There’s a lot of work to do, but when you’re at a club of Milan’s stature, you have to aim for the title."
Financial Might: The Brand Growth Phenomenon
While the sporting side undergoes a metamorphosis, the club’s commercial health has never been more robust. Data from Brand Finance highlights that AC Milan is currently the fastest-growing football brand in the world. Between 2021 and 2026, the club achieved a staggering 236% increase in brand value, outpacing European giants such as Arsenal, Bayer Leverkusen, and Aston Villa.
The club’s brand value rose by 28% year-on-year to a record €514 million, lifting Milan from 16th to 14th in the global rankings, successfully leapfrogging rivals Juventus. This financial stability is not merely a statistical quirk; it is the result of a deliberate, data-driven strategy implemented by RedBird.
For three consecutive seasons, AC Milan has maintained profitability—a feat they first achieved in 2022-23 after a 17-year drought. Revenue for the 2024-25 season reached €494.5 million, a 66% increase since the final season of the pre-RedBird era. Deloitte’s latest reports corroborate this ascent, placing Milan first in Europe for commercial revenue growth (+28.1%) and stadium revenue growth (+39.6%). With sponsorship revenues now consistently surpassing the €100 million mark, the club is operating from a position of unprecedented financial security.
Strategic Recruitment: Investing in the Future
With financial resources bolstered by these commercial gains, the club has aggressively attacked the summer transfer market. As the window nears its conclusion, Amorim’s squad has been reinforced by three marquee acquisitions that signal a clear intent to compete for the Scudetto.
- Mario Gila ($25 million): Recruited from Lazio, Gila provides the defensive steel and tactical versatility required to anchor Amorim’s backline.
- Gonçalo Ramos ($75 million): The arrival of the Portuguese striker from PSG represents the most expensive signing in the club’s history. Ramos is expected to lead the line and provide the clinical edge that was missing during the previous campaign.
- Diego Moreira ($70 million): The young talent from Strasbourg adds pace, creativity, and depth to the attacking third, rounding out a summer of significant investment.
The Enduring Icon: Luka Modrić
Perhaps the most sentimental and strategically fascinating aspect of the current roster is the continued presence of Luka Modrić. Turning 41 in September, the Croatian legend has opted against retirement, choosing instead to commit to another season at the San Siro.
Modrić’s influence extends far beyond his technical contributions on the pitch. In an exclusive interview with Milan TV, the veteran midfielder articulated why he chose to remain with the Rossoneri rather than hanging up his boots following the 2026 World Cup.
"I played for the biggest club in the world, Real Madrid, but I feel like Milan is at the same level," Modrić remarked. "Those who talk about Milan do so differently than other clubs. When you come here, you understand why: it’s one of the top clubs in the world. The fans’ love is the most important thing for me; if that’s there, it’s easy to make other decisions. You feel like everyone wants you. This is the place I want to be."
Implications for the 2026-2027 Season
The stakes for the upcoming campaign could not be higher. For AC Milan, this season is a test of whether a fundamental structural reset can yield immediate sporting success. The pressure on Amorim to integrate his new signings while managing the expectations of a demanding fanbase is immense.
Furthermore, the club’s pivot away from the traditional Italian managerial model toward a younger, modern European coach in Amorim reflects a broader trend in Serie A. If the Rossoneri can synthesize their record-breaking commercial growth with on-field excellence, they are poised to re-establish themselves not just as a profitable brand, but as a dominant force in European football.
The path ahead is arduous. The competition within Serie A is tighter than ever, and the physical toll of competing in the Europa League alongside a domestic title challenge will stretch the squad to its limits. However, with the financial backing of RedBird, the guidance of icons like Zlatan Ibrahimović, and the tactical vision of Ruben Amorim, AC Milan is entering this season with a renewed sense of purpose. The ghosts of the 2025-26 failure have been exorcised; the focus is now squarely on the future. As the opening whistle approaches, the message from the San Siro is clear: the Rossoneri are no longer merely rebuilding—they are ready to conquer.
