AC Milan have made great strides on the commercial front in recent years, and just in general when it comes to revenue. While this is something that the fans should appreciate, we must be on our toes as this could quickly become something else than a mutual exchange.
In the last week, we have made some discoveries that - quite frankly - put Milan in a rather poor light. We have written about the commercial success at great length, even getting an exclusive comment from Alex Rasmussen, and there is indeed a lot to like. However, it shouldn’t come solely at the cost of the fans, and there are some worrying trends we must keep an eye on.
Cuore Rossonero stripped back by Milan
If you are unfamiliar with the Cuore Rossonero, it is essentially a membership card that Milan launched a long time ago. It has gone a bit under the radar, to be fair, but most of the devoted fans who attend games regularly will have one. For €20, valid four years, the idea is that fans will be given priority when buying tickets, as well as a discount on store items. Or at the least that used to be the case.
I’m one of those who bought the Cuore Rossonero card before the 2021-22 season, knowing that it would help massively with getting tickets during the stadium restrictions. The 10% discount on the official store was obviously a bonus, with the chance to ‘make my money back’ with two kit purchases. However, I would have never expected Milan to quietly change these terms. After all, the expiration said four years when I bought it!
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