The network is increasingly international, and Luka has been instrumental in this growth: in the month following his announcement, the club gained over 2 million followers. Allegri is also very popular.

There is also a derby being played on social media. In this respect, Milan has a team behind it that works well, producing diverse content and appealing to both Italian and foreign fans. Over the years, the club has created an increasingly international network to expand its brand worldwide. The players who arrive certainly bring visibility, but to become a globally recognized entity, strategies and communication are needed. Today, Milan has over 90 million followers on social media: 18 million on Instagram, 23 million on TikTok, 29 million on Facebook, and 8 million on X. In addition to these, there are also WhatsApp, YouTube, Threads, and social media channels in China.

The keyword is globalization. Three years ago, Casa Milan Dubai was opened, a hub for all Rossoneri initiatives and activities in the Middle East. The Milan brand is very successful in that area. In January, an Academy was also opened in Jeddah 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. Nineteen percent comes from Latin America, 15% from Europe, and 3% from North America. The latter is a strategic market and is growing rapidly, especially on the most dynamic platforms: it is the third largest 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 has been decisive, both on and off the pitch. On the day of the announcement, Milan gained 307,000 followers and over 2 million in the following 30 days (July 14-August 14).

modric and max—  Among the most viewed content of the season is a video on TikTok in which Modric dazzles an opponent with his feints on the day of his Coppa Italia debut against Bari. The video has surpassed 63 million views and had 6 million interactions. On Instagram, however, the most viewed content was the photos from the day of his presentation in the Milan jersey: 2 million interactions and over 36 million views. In all this, there is also room for Allegri, one of the most beloved figures on social media by Rossoneri fans. Max went viral in Milan-Napoli (2-1) last September. After an opponent’s shot went just wide, Allegri—visibly concerned—turned and kicked a ball near the bench in anger. The video, posted on TikTok by Milan, generated 20 million views and 2 million interactions.