New coach Ruben Amorim takes the helm for the 2026-27 Serie A season, leading a squad bolstered by key signings and retaining veteran Luka Modric after a leadership overhaul.
The 2026-27 Serie A season is on the horizon, bringing with it a whirlwind of transformation at AC Milan. After failing to secure a coveted Champions League (UCL) spot at the end of the 2025-26 campaign, consigning them to the Europa League, the club's owner initiated a comprehensive shake-up.
Gerry Cardinale, the owner of AC Milan, spearheaded a complete restructuring of the club's hierarchy. This involved significant changes at the top, including the departure of the previous manager, sporting director, technical director, and CEO, paving the way for a fresh strategic direction.
Despite the recent sporting setback, the club enters the new season with considerable momentum in other areas. AC Milan has solidified its position as a global football powerhouse, recording remarkable growth in its brand value, setting the stage for an ambitious pursuit of a Champions League return, according to reporting by CBS Sports - Headlines.
New Era Under Ruben Amorim
The aftermath of the 2025-26 season saw a major exodus of key personnel from AC Milan. Coach Massimiliano Allegri, sporting director Igli Tare, technical director Geoffrey Moncada, and CEO Giorgio Furlani all departed their roles.
Owner Gerry Cardinale personally oversaw the selection of a new coach, working alongside RedBird advisor Zlatan Ibrahimovic and club director Massimo Calvelli. Their search culminated in the appointment of former Manchester United manager, Ruben Amorim.
Amorim, who was sacked by Manchester United after a poor start to the 2025-26 season, replaced by Michael Carrick, expressed his eagerness to embark on his Serie A journey. His arrival follows a highly successful period at Sporting CP, where he secured two Portuguese league titles, three League Cups, and one Portuguese Super Cup before his move to England in November 2024.
Speaking to the media ahead of the new season, Amorim outlined his bold ambitions. He declared, "We have a squad capable of winning every match, in any competition. So, if we go step by step, we can achieve something significant." He added a clear focus on European success: "In the Europa League, we must believe and we must want to win the competition."
Regarding domestic aspirations, the new AC Milan manager stated: "Then there's Serie A: We know we'll face many teams who have been working with their coaches for a long time, so it will be difficult, but I can't come here and say we can't or don't want to win the league. There's a lot of work to do given there's a new manager and changes to the squad, but when you're at a club of Milan's stature, you have to aim for the title."
Financial Resurgence and Global Brand Growth
Under the stewardship of RedBird and Gerry Cardinale, AC Milan has showcased a remarkable financial and commercial transformation. Brand Finance data highlights the club's incredible rise, with its brand value soaring by 28% year-on-year to a record €514 million.
This significant increase has propelled the Rossoneri from 16th to 14th among the world's most valuable football brands, notably overtaking Juventus. Furthermore, AC Milan stands out as the fastest-growing football brand globally between 2021 and 2026, boasting an astounding 236% increase in brand value, ahead of clubs like Aston Villa, Porto, Bayer Leverkusen, and Arsenal.
The club's broader financial performance mirrors this upward trajectory. AC Milan returned to profitability in 2022-23 after a 17-year hiatus and has maintained profitability for three consecutive seasons, simultaneously achieving record revenues for three straight years. In the 2024-25 season, revenues reached €494.5 million, an increase of more than 66% compared to the 2021-22 season, just before RedBird's acquisition.
Figures from Deloitte further underscore AC Milan's impressive growth, ranking the club first in Europe for both commercial revenue growth (+28.1%) and stadium revenue growth (+39.6%). Additionally, sponsorship revenue surpassed €100 million for the first time in the 2025-26 season, providing substantial resources for the club's ambitious sporting objectives.
Strategic Squad Reinforcements and Veteran Leadership
To bolster the squad for the challenging season ahead, AC Milan has made significant investments in the summer transfer window. With the market nearing its close, coach Ruben Amorim can count on three key additions.
The Rossoneri secured defender Mario Gila from Lazio for approximately $25 million. Upfront, the club made a statement signing with Gonçalo Ramos arriving from PSG for around $75 million, making him the most expensive signing in AC Milan's history. Rounding out the new arrivals is Diego Moreira, set to join from Strasbourg for approximately $70 million.
Beyond the new talent, AC Milan will also benefit from the continued presence of midfield maestro Luka Modric. Despite turning 41 in September and speculation about his retirement after the 2026 World Cup, the legendary Croatian opted to stay for another season with the club.
In a recent interview with Milan TV, Modric shared his deep connection to the club: "I played for the biggest club in the world, Real Madrid, but I feel like Milan is at the same level. Those who talk about Milan do so differently than other clubs. And when you come here, you understand why: it's one of the top clubs in the world, the people who work there make it great, the fans." He continued, "I understood why Milan is so great. I have the feeling of having been here for so many years and this makes me give everything I have. It's wonderful to have experienced these feelings. The fans' love is the most important thing for me: if that's there, it's easy to make other decisions. You feel like everyone wants you, that you keep playing. This is the place I want to be and it's the reason why I'm here."
Frequently Asked Questions
Who is AC Milan's new manager for the 2026-27 season?
Ruben Amorim has been appointed as AC Milan's new coach for the 2026-27 Serie A season, arriving after a spell at Manchester United and successful years at Sporting CP.
What is AC Milan's current brand value?
According to Brand Finance, AC Milan's brand value has reached a record €514 million, marking a 28% year-on-year increase and a 236% growth since 2021, making them the fastest-growing football brand globally.
Who are AC Milan's most significant new player signings for the upcoming season?
AC Milan has heavily invested in forward Gonçalo Ramos from PSG for approximately $75 million (a club record), defender Mario Gila from Lazio for around $25 million, and Diego Moreira from Strasbourg for about $70 million.
Why did AC Milan make so many leadership changes?
Owner Gerry Cardinale initiated a complete overhaul of the club's hierarchy, including new managerial and executive staff, following the failure to secure a Champions League spot at the end of the 2025-26 season.
What are AC Milan's primary objectives for the upcoming season?
New coach Ruben Amorim has stated ambitious goals, including winning the Europa League and aiming for the Serie A title, with the ultimate ambition of securing a return to the UEFA Champions League.