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AC Milan launch in-house media hub to centralise content operations

Italian soccer club describes The Studios: Milan Media House as ‘culmination’ of its digitaliisation process.

8 February 2021 Sam Carp
  • The Studios: Milan Media House will be responsible for creation, production and distribution of all club content
  • New operation to be led by Lamberto Siega, who will oversee team of 40 employees
  • 1,000 square-foot space will feature three sets equipped with 4K cameras and LCD-LED displays

Serie A table-toppers AC Milan have launched an in-house media operation that will be responsible for creating, producing and distributing all of the club’s audiovisual content.

Located on the first floor of the Italian club’s headquarters, The Studios: Milan Media House will feature three sets equipped with technology such as 4K cameras and LCD-LED displays. All operations are to be managed from one control room with seven work stations, while there is an additional voice-over room for game commentary and podcast recording.

The new operation will be led by Lamberto Siega, AC Milan’s marketing and digital director, who will manage a team of 40 employees across technical and creative roles. Reporting to chief revenue officer Casper Stylsvig, Siega will be responsible for developing the studios to enable the club to take advantage of future media opportunities.   

AC Milan described the 1,000 square-foot space, which will be made available for hire to third parties, as ‘the culmination’ of a digitalisation process the club has undertaken since American hedge fund Elliott Management assumed ownership of the team in 2018.

The move is designed to ‘revolutionise the consumption of content’ for AC Milan fans, according to the club, which added that the studios will allow it to produce exclusive content across various platforms and maximise the value of its digital assets with partners.

“With The Studios: Milan Media House we are significantly increasing the production of multimedia content, both for traditional and more innovative platforms,” said Siega. “The two pillars of the project are the flexibility of sets and the cutting-edge technology, which means spaces can be used also by our commercial partners and third parties – in addition to the club’s internal departments.”

AC Milan’s in-house content operation is likely to be similar to Inter Media House, a project rolled out by their city rivals in 2017. Spanish giants Barcelona also launched their own content production hub in 2019, a venture which saw the club assume responsibility for all of its content from Telefonica.

AC Milan

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