AC Milan

AC Milan entered a new era on and off the pitch and WePlay was appointed as the club’s global digital marketing agency

AC Milan

AC Milan entered a new era on and off the pitch and WePlay was appointed as the club’s global digital marketing agency

Our objectives as part of the partnership:

  • To drive social audience growth
  • To increase app downloads
  • To boost D2C revenue streams

Since the start of our partnership, the relationship has flourished. We’ve since expanded our remit across ticketing, merchandising, social growth, and content amplification.

With pandemic restrictions preventing supporters from attending matches, AC Milan needed to find new ways to grow.

Our solution was a best-in-class D2C strategy to convert interest into action and build loyal audiences.

We unearthed insights revealing the club enjoyed a 170% increase in return on ad spend (ROAS) for social followers compared to general audiences. Social followers also spent twice as much online at the AC Milan store.

We also discovered purchase likelihood was increased by fan engagement. Those who downloaded the AC Milan app, for example, showed a 2.5x higher conversion rate than social followers.

Our commercial growth efforts aimed to convert new audiences into social followers, and social followers into loyal fans:

  • Ticketing strategy to bring fans back to the San Siro, using CRM, first-party data, search and social engagement, and creative visuals with strong CTAs
  • Merchandising with full-funnel audiences to drive engagement, traffic and sales through the online store via paid social campaigns on Facebook, Instagram and TikTok
  • Social growth efforts on the club’s Facebook, Instagram and TikTok channels to increase the size of commercially valuable engager segments
  • Amplifying club content – MilanTV on Amazon and the Racconti Rossoneri podcast – utilising paid media to drive traffic to official landing pages.

With a full-service approach that combines strategy, creative and paid media to deliver success, we are proud to have been able to drive scaled growth for the club, attracting more fans to the glorious San Siro, increasing average revenue per user and growing the overall AC Milan fanbase.


Ticketing – Return on ad spend


Retail and official merchandise

"Our relationship with WePlay has helped us to welcome new fans into the AC Milan community, which is an important part of our ambitious plans to drive revenue for the club."

Casper Stylsvig, Chief Revenue Officer, AC Milan