AC Milan Wins Arabian Derby Against Inter as the First Italian Football Club in Saudi Arabia and the Middle East
As AC Milan prepares to face FC Inter in the Italian Supercup Final at Al-Awwal Park in Riyadh tomorrow, the Rossoneri have already claimed victory in the Arabian Derby against their city rivals by cementing its status as the leading Italian football club in the Middle East. According to the latest data from Serie A’s official Business Intelligence providers, the YouGov Global Fan Profiles survey, and Nielsen Sport’s television audience metrics, the Rossoneri stand out as the most prominent Italian team in this dynamic and strategically important area.
With over six million fans, AC Milan commands a 19.2% share of the football fan base in the Middle East, outpacing traditional rivals like Inter and Juventus. This dominance is even more pronounced in key markets such as Saudi Arabia and the United Arab Emirates, where the club leads with 18.9% and 20.2% of fans respectively. These figures underscore the effectiveness of AC Milan’s focused strategy in the region, which has been further strengthened by the establishment of a regional office in Dubai, UAE, in November 2023.
The club’s appeal extends beyond its massive fan base, as evidenced by its commanding television viewership. During the 2023/24 season, AC Milan attracted the largest total audience in the Middle East and North Africa (MENA) region, with 25 million viewers tuning in across all competitions. This success was mirrored in Serie A-specific viewership, where AC Milan once again led the way with 12 million viewers, a clear indicator of its popularity among Middle Eastern fans of Italian football.
The connection between AC Milan and the Middle East is deep-rooted and has grown stronger over the years. The club’s long-standing partnership with Emirates, which began in 2007, serves as a testament to this bond. The iconic red-and-black jersey has featured the airline’s logo since the 2010/11 season, symbolizing a fruitful relationship that continues to evolve. The establishment of Casa Milan Dubai, the club’s regional office, has marked a new chapter in this partnership, providing a hub for AC Milan’s operations in the region and reinforcing its commitment to engaging with local fans and partners.
The launch of Casa Milan Dubai has also allowed the club to deepen its presence in the Middle East across three key areas: commercial and institutional partnerships, brand visibility, and grassroots development. AC Milan has forged strong relationships with influential local institutions, such as the Dubai Sports Council and the UAE Ministry of Economy, through frequent visits by senior leadership. These ties, alongside key local partnerships (beyond Emirates, AC Milan has also partnered with Kernzer’s Group SIRO and CFI Financial Group), underscore the club’s dedication to supporting and engaging with the region’s dynamic economic landscape.
Brand visibility has been a cornerstone of AC Milan’s strategy in the Middle East. The club’s recent first-anniversary celebration of Casa Milan Dubai featured a spectacular drone show in collaboration with Cyberdrone, lighting up the sky of Dubai with iconic symbols such as the historic crest, the legendary red-and-black jersey, and the 125th Anniversary logo. Past initiatives, such as illuminating the Burj Khalifa with the club’s colors for the campaign “A Light That Never Fades,” further highlight AC Milan’s innovative approach to making a statement in the region. Collaborations with prominent Emirati artists, such as Nāyla al-Khāja and Kareemgraphy, have further positioned the club at the intersection of sports, entertainment and culture.
Grassroots development has also been a key priority for AC Milan in the Middle East. The club has expanded its youth development initiatives, including the AC Milan International Academy in Dubai, which now welcomes female players, and the launch of the AC Milan Academy Pro in Bahrain. The club’s longest-running academy in Kuwait, established over 15 years ago, has engaged and trained more than 5,000 young boys and girls, embodying the club’s commitment to nurturing football talent and fostering a connection with the region’s youth.
AC Milan’s activities in the Middle East go beyond football. From bringing senior management and club legends to regional events - such as Zlatan Ibrahimović’s attendance at the Dubai World Cup in early 2024 - to hosting the entire men’s first team and staff in Dubai for a training camp during the 2022 World Cup break, the club’s presence has been both impactful and memorable. These initiatives demonstrate AC Milan’s dedication to its local partners and its respect for the region’s cultural and sporting significance.
Under the leadership of RedBird Capital, the Middle East has become a cornerstone of AC Milan’s global expansion strategy. Casa Milan Dubai has quickly established itself as a vital hub, supporting the club’s efforts to solidify its position as the most-supported Italian football club in the MENA region and the top Italian team in Saudi Arabia and the UAE. By combining strategic vision with authentic engagement, AC Milan continues to lead the way as the premier Italian football club in the Middle East.
