Updated Value of Milan's Shirt [Bonus Article]

It’s been a while since we looked at the value of AC Milan’s shirt, i.e. how much revenue the shirt sponsorships bring in, and there have been some changes in the last few months. In addition to the new back-of-shirt sponsorship with Bitpanda, more details have surfaced on the Emirates agreement, which is currently worth less than first reported.

Ever since the return to the Champions League in 2021-22, Milan’s shirt has been a lot more lucrative for potential sponsors. Of course, given the history of the club, the shirt has always guaranteed great visibility and that is a big reason why Emirates has stuck around since 2010. Having said this, it’s only recently that the Rossoneri truly started increasing the value of their shirt.

Up until the 2023-24 season, the agreements with Puma and Emirates were worth €15m and €15-16m per year respectively, which wasn’t quite up to par with the other top clubs in Europe. A lot has happened since, with both of these deals increasing significantly, and the ability to add both sleeve and back-of-shirt sponsors has made life easier for every Italian club on the revenue front.

We referenced Bitpanda at the start of the article, with Milan announcing the agreement earlier this month. It came as a slight surprise as an agreement to have ‘Visit DRC’ on the shirt seemingly had been announced, which we discussed in a separate bonus, but your guess is as good as ours on why that never materialised. In any case, now is a good time to take a look at the details of Milan’s shirt sponsorships.