AC Milan appoints Ruben Amorim as manager after leadership overhaul
The Italian club has replaced its entire senior leadership team following a failed Champions League qualification, coinciding with record brand valuation and significant squad investment.
AC Milan has appointed Portuguese coach Ruben Amorim as its new head of coaching for the 2026-27 season, a move that caps a comprehensive restructuring of the club’s hierarchy. The appointment follows the departure of manager Massimiliano Allegri, sporting director Igli Tare, technical director Geoffrey Moncada, and CEO Giorgio Furlani. Owner Gerry Cardinale initiated the changes after the team failed to secure a place in the Champions League during the 2025-26 campaign, relegating the side to the Europa League for the upcoming season.
The leadership transition was led by Cardinale alongside RedBird advisor Zlatan Ibrahimovic and club director Massimo Calvelli. Amorim, who was dismissed by Manchester United earlier this year following a poor start to the 2025-26 Premier League season, arrives with a track record of domestic success at Sporting CP, where he secured two league titles, three League Cups, and one Super Cup. His immediate objective is to restore the club’s competitive standing in both Serie A and European competition.
The sporting overhaul is underpinned by a period of significant financial growth. According to Brand Finance, AC Milan’s brand value has reached a record €514 million, representing a 28 per cent year-on-year increase. This growth has made the club the fastest-growing football brand globally between 2021 and 2026, surpassing rivals such as Aston Villa, Porto, Bayer Leverkusen, and Arsenal. The valuation increase also saw Milan overtake Juventus to rank 14th among the world’s most valuable football brands.
Financial performance has mirrored this commercial success. The club returned to profitability in 2022-23 after 17 years and has remained profitable for three consecutive seasons. Revenue in 2024-25 reached €494.5 million, a 66 per cent increase compared to 2021-22. Deloitte data indicates that Milan ranked first in Europe for commercial revenue growth at 28.1 per cent and stadium revenue growth at 39.6 per cent, while sponsorship revenue exceeded €100 million for the first time in the 2025-26 season.
To support these ambitions, the club has invested heavily in the summer transfer window. Key additions include defender Mario Gila from Lazio for approximately $25 million and Gonçalo Ramos from Paris Saint-Germain for approximately $75 million, the latter being the most expensive signing in the club’s history. Diego Moreira is also expected to join from Strasbourg for around $70 million.
Veteran midfielder Luka Modric has confirmed he will continue his tenure at the club for another season, despite turning 41 in September. Modric stated that the club’s stature and fan base were decisive factors in his decision to remain, describing Milan as one of the top clubs in the world.
