Milan has over 90 million followers on social media. The driving force is Modric

There is also a derby that is played on social media. In this respect, Milan has a team behind it that works well, which produces diversified content and is aimed at both Italian and foreign fans. Over the years the club has created an increasingly international network to expand its brand throughout the world. The players who arrive certainly bring visibility, but to become a reality recognized everywhere, strategies and communication are needed. Today Milan exceeds 90 million followers on social media: 18 million on Instagram, 23 on TikTok, 29 on Facebook and 8 on X. Added to these are also the WhatsApp channel, YouTube, Threads and the social networks present in China.

international fanbase

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The key word is globalization. Three years ago Casa Milan Dubai was opened, a hub for all the AC Milan initiatives and activities in the Middle East. In that area the Milan brand is very successful. An Academy was also opened in Jeddah in January with the aim of creating sporting, educational and social value. It is no coincidence that 21% of the Rossoneri community comes from the Middle East and North Africa. 19% come from Latin America, 15% from Europe and 3% from North America. The latter is a strategic market and is growing a lot, especially on the most dynamic platforms: it is the third area by audience on Instagram and is in the top 5 on TikTok. Since the start of the 2025-26 season, Milan has generated over 277 million interactions and 3 billion video views on social media. Last year it closed with 515 million interactions and 4.5 billion views. The arrival of Luka Modric was decisive, on the pitch and beyond. On the day of the announcement, Milan gained 307 thousand followers and in the following 30 days (14 July-14 August) over 2 million.

modric and max

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Among the most viewed contents of the season is a video on TikTok in which Modric makes an opponent drunk with feints on the day of his debut in the Italian Cup against Bari. The video has exceeded 63 million views and had 6 million interactions. On Instagram, however, the most viewed content was the photos of the day of his presentation wearing the Milan shirt: 2 million interactions and over 36 million views. In all this there is also room for Allegri, one of the most loved figures on social media by Rossoneri fans. Max went viral in Milan-Napoli (2-1) last September. On an opponent’s shot that went just wide, Allegri – visibly worried – turned and angrily kicked a ball near the bench. The video, published on TikTok by Milan, generated 20 million views and 2 million interactions.