Behind SempreMilan: The origin story [Bonus Article]

Welcome to the first edition of Behind SempreMilan! In this series, we bring you closer to the SempreMilan brand by taking a look at everything from how we founded the site, the life-changing investment in 2019 and how we operate on a daily basis. First out, of course, is the origin story.

Some of you have been asking for a closer look at SempreMilan as an operation and we have decided to turn this into a series here on Substack. There is so much to talk about that we couldn’t possibly cover it in one article, so we hope that this series will provide you with some interesting insight into the media industry as well. Without further ado, let’s dive in!

Note: The following article is a first-person narration told by the co-founder Isak Möller, also including comments from the other co-founders Oliver Fisher and Gianmario Busia.

On January 22nd, 2016, we published our first article on SempreMilan.com. I (Isak) vividly remember getting the website up and running almost immediately after Gian, Oliver and I decided to start this journey together. The first seed, however, was actually planted quite a while before that and the story is rather interesting. Two Yorkshiremen and a Swede writing about AC Milan in English. How on earth did that come about?