Boosting football club brands through museums: the experience of Mondo Milan

This chapter focuses on the relatively recent phenomenon of the creation of museums by football clubs and discusses the role of football club museums as “branding platforms.” The authors review the case of Mondo Milan, an innovative museum founded in 2014 by A.C. Milan, to illustrate how the development of football club museums represents a marketing strategy aimed at boosting the club brand and broadening the club customer base. The analysis of the case—supported by an interview with the Marketing and B2C Sales Director of Mondo Milan—shows how football club museums represent an opportunity not only for generating revenue but also for attracting new market segments that can engage in the history and values of the club and enhancing their brand awareness and image.