Italian soccer giants AC Milan have announced the appointment of Francesca Montini as their new chief brand officer.
Montini will be reporting to Milan chief executive Giorgio Furlani in her new role, where she will oversee the club’s marketing, branding, communication, content and digital departments.
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AC Milan said she was hired “with the goal of enhancing AC Milan's brand potential on a global scale in the club's new phase of development … expanding AC Milan’s international fanbase by constantly reaching new audiences while consolidating the existing ones.”
Montini is likely to be Pier Donato Vercellone’s replacement, with the Italian serving as chief communications officer until the end of last month.
Before joining AC Milan, Montini worked in communications roles with brands such as Nokia, Nike, Ford, Jeep, and Ferrari across several markets “considered strategic by the Rossoneri Club” which includes Europe, the Middle East, and the United States.
Montini had worked for Ferrari since 2017, starting as its head of corporate and brand communications, before being promoted to chief communications officer in 2023, the role she remained in until the switch to Milan.
AC Milan announced, last October, record turnover for the 2023-24 fiscal year, generating €457 million ($494.4 million) in revenue for the 12 months from July 1, 2023 through June 30, 2024.
In that time-period, the club also became the first side from Italy’s top-flight Serie A to open an office in the Middle East.
Last month, the club agreed an expanded deal with Bitpanda which sees the Austrian cryptocurrency brand become the club’s new back-of-shirt sponsor.
