In July 2015, they re-branded their Weibo account and launched an official WeChat presence, ahead of their pre-season tour to China later that month as part of the inaugural ICC China tournament. Weibo (China’s Twitter equivalent) and WeChat (the fastest growing social network worldwide) are the top two social networks in China, platforms which most top European teams have been targeting over the past 4 years, attempting to establish themselves as the most popular and engaged club in China.

Their tour in China was a huge success across all media platforms. The club’s match against Real Madrid had the highest % viewership rating of all summer fixtures in China. Meanwhile, their social following increased by 200,000 fans, with their engagement level growing to a level comparable with a top 5 club. The surprising part however, is that following the tour, their growth did not slow down, instead it sped up.

Clubs like Manchester United and FC Barcelona have amassed more than 5 million followers across these networks and are two of the most engaged clubs online. AC Milan are now approaching the half a million mark, but what’s so impressive is the loyalty and passion of their fan base in this region. The club’s online engagement has surpassed that of Europe’s top teams who have more than 10 times the number of online followers. AC Milan ended the year with the highest engagement per post of any club on Weibo.

As a result of their transformational six months, AC Milan finished 7th in this year’s Red Card report, an online study into top European team’s digital performance in China.

AC Milan’s success is most remarkable when compared to other Italian teams and when considering the lack of support from the Serie A. Juventus similarly launched their Weibo account prior to their China tour this summer, however, they experienced a very different level of growth to AC Milan. With only 10,000 total Weibo followers and an engagement 4 times lower than their Italian rivals, Juventus are trailing the Milan time online in China. Meanwhile, Serie A is now the only top European league without an official digital presence in China, with Premier League, Bundesliga and LaLiga all supporting their domestic teams online – a huge benefit for each club.

One of the reasons behind the huge growth in engagement is Milan Quan (米兰圈), the only supporters club in China that work as a central hub for all their fans. AC Milan recognised their influence, and rewarded them for their growing level of activity on their official social channels. Having involved these core fans in the club’s social activity, the fans felt a huge sense of recognition and incentive to come back. This was clearly seen after AC Milan’s birthday post became the #2 most engaged Weibo post from any European club in 2015.

2016 will bring new opportunities for the club to grow, a Chinese language website is key to providing in-depth content, whilst increased co-operation with major Chinese media will continue to grow their fan base.

CARLOS BACCA
“A rabona in the derby? It would be amazing and if I get the chance, I will try. But scoring is all that matters, it doesn’t matter how. And winning of course. I am happy with the team’s form lately and our positive results. We’re now gearing up for the derby with Inter, a fixture we lost earlier in the season, but derbies are like finals: winning is all that counts. People have said that Inter aren’t in great form and that they’re struggling. That may even be the case, but these are one-off matches and ones where the form book goes out of the window. Serie A? It’s even more competitive than what I had imagined. The Italian league is of an exceptional standard. You simply don’t know who will fight for or win the league. It isn’t just very tactical but also very technical. To battle at the top end of the table, we need to be more consistent. We also need a bit of luck and a bit more cheerfulness as well as the belief that we are a strong team. We don’t believe enough in my opinion.” 

ANDREA BERTOLACCI
“What have we lacked so far this season? The word is consistency. We perform in a way you don’t expect in one match, like versus Fiorentina, but we don’t follow it up. At Empoli, we weren’t clinical enough, you cannot be pegged back twice like we were. We have dropped points where we have deserved more. The matches with Verona, Bologna, Carpi and the second half versus Roma all come to mind. We would be in a different position with those 6/7 extra points. We lack the kind of confidence needed to try and pull off a move. The atmosphere at San Siro does not help, but we have to be good at blocking it all out. We have showed that we are a united squad and behind the coach. We have performed at our best during the difficult times. Mihajlovic has made me more determined, more hungry and more aggressive in my approach. The derby? If you win and then lose the other matches, the people will soon forget about the derby. I am really happy in Milan. They told me beforehand that the quality of life was high.” 

KEVIN PRINCE BOATENG
“The derby is built up as make or break, a chance to get back on track. Inter are a very good team, especially physically, and we will need the best performance of the season to win. I believe the team has the energy and the abilities to do that. The right mentality and confidence are key and with that the fans will also come back too. I endured some difficult months in Germany but I have found the light again here at Milan. First I asked the President if I could train at Milanello and he said yes right away. I trained every day without missing a single session and then Mihajlovic gave his blessing for a contract until the end of the season. I can now play for 60/70 minutes but I am feeling really good. How could I be finished as a player if in Germany I played 70 matches in two years?

KEISUKE HONDA
“The derby? 1-0 to us. Bacca to score the winner. If this is a last-chance to qualify for the Champions League, then we have to take it. We cannot let ourselves be influenced by one defeat or one victory. If we have a path that we are sure of, then we must follow it. As yet, we still do not have a precise style, and we have to find it by exchanging ideas between players and the coach. I am not the type of player to take on and beat opponents, I don’t dribble past others and I am not a winger that can get away from his marker with his pace. Galliani listened to me and I appreciated that. I play for the team, I did it for 10 years playing in behind the strikers. For the past 2 years, since Seedorf, I have been playing on the right in midfield. I adapt and I get used to it.”

Milan have faced Inter in the San Siro derby 286 times so far over the years, considering official games and friendlies of 90 minutes. Milan wins: 110, the last one in China with Mexes deciding the friendly. Inter wins: 101, the last one at the San Siro, with Kondogbia deciding the Luigi Berlusconi Trophy. Draws: 75.

This season’s derbies:

90 minutes:
July 25th, 2015: Milan-Inter 1-0, International Champions Cup
September 13th, 2015: Inter-Milan 1-0, Serie A
October 21st, 2015, Milan-Inter 0-1, Luigi Berlusconi Trophy
45 minutes:
August 12th, 2015, Milan-Inter 2-1, TIM Trophy
November 24th, 2015, Milan-Inter 1-0, San Nicola Trophy

Milan’s last ten Serie A home derbies:
2014, first leg, Milan-Inter 1-1
2014, return leg, Milan-Inter 1-0
2012, first leg, Milan-Inter 0-1
2012, first leg, Milan-Inter 0-1
2011, return leg, Milan-Inter 3-0
2009, first leg, Milan-Inter 0-4
2008, first leg, Milan-Inter 1-0
2008, return leg, Milan-Inter 2-1
2006, first leg, Milan-Inter 3-4
2006, return leg, Milan-Inter 1-0

Opening comments from the coach: “The derby is always a special encounter, it is a classic in world football, and for us it represents the last chance in the chase for the top positions in the table. Inter are a strong side, even if they have been struggling a bit lately. We have everything in place however to be able to beat them and we will be going for the win. We won’t be playing for a draw and we are aiming to collect all three points. Inter have been off the pace in the past 5 matches, but form counts for very little in the derby. The team that plays with the most determination and desire to win will come out on top tomorrow. We are the home team, we hope to win, but there is still a long way to go this season. A win would help in our climb up the table and be a morale booster. We struggle to kill off matches, but whoever comes up against us, meets a side that is solid and tough to beat.”

Mihajlovic continued: “The joint-CEO Barbara Berlusconi is right. Based on our position right now, Europa League qualification is more realistic. Inter are 8 points ahead in the table, but we could have been closer to them and had more points by now. Inter have had that cutting edge that we have been missing. I played Balotelli in the midweek cup game because everyone is good at saying they are match-ready, but then you see out on the pitch. Balotelli and Boateng aren’t fit enough yet to play a full match. Mario is the way he is, it is stronger than him. He is a good lad who is determined, but with his attitude he isn’t always able to show that. Over time, I hope he will change it. Niang never wanted to leave and it was never in doubt. In 17 matches, we have lost just twice. We know we could have done more, but we have not done badly. At Empoli, we came away with a good result. What I was unhappy about however was the fact we were pegged back twice.”

Inter have just signed Eder, a player Mihajlovic knows well from his Sampdoria days: “Eder is a great player, a fantastic signing… which I hoped would go through after the derby on Monday! Inter have made a top signing and well done to them. Eder loves the game and I am happy for him. Juventus and Napoli? They are a cut above the rest and we cannot deny that. Menez is even further behind Balotelli and Boateng. He hasn’t played in nearly a year. It will take time before he is back again from injury, but he is training with the squad. We will see whether he is part of the squad tomorrow. Luiz Adriano took a knock to the ribs, we are doing what we can to have him for the match, but he feels pain and it’s unlikely we will have him tomorrow. I don’t know what formation Mancini will play with and it’s for this reason that it’s hard to prepare for the match with Inter. However, we will be focusing above all on the way we will be playing. Honda has also played in behind the two strikers, but lately he has been playing on the right in midfield. He is a reliable member of the squad who has given good and not as good performances this season but he needs to be more decisive. In terms of his battling spirit he can improve.”

Riccardo Montolivo was present at the press conference and said the following: “We need to be more consistent with our results if we want to bring the fans back to the San Siro. We all hope tomorrow is a magical night at the San Siro and with a full house. I hope we give a quality performance but with a different outcome to our first meeting with Inter earlier in the season. The match tomorrow is an opportunity for us to improve our position in the table. We will try and provide Bacca with good service tomorrow. In some matches this season we could have done better.”

Ignazio Abate also joined the skipper and the coach at Milanello to preview the game: “We are ready for this match and we want the fans to be in great voice tomorrow . Character will be key to winning the match, something which we have and that we have shown this season. We need to be ambitious, but be realistic, and take things one match at a time.”

Minutes later however Brocchi’s boys found the breakthrough thanks to Patrick Cutrone who connected with a Piacentini knock down on a corner to bury the ball home from close range.

Cesena started the second half in lively fashion but on 74 minutes the Rossoneri doubled their lead when Vassallo went clear on goal and made no mistakes to put the ball beyond the Cesena shot-stopper.

Hadziosmanovic had a chance to score a third in the closing stages only to send his effort off-target following a Milan counter attack.

Here is how the two teams lined-up at the start of the match:

MILAN: Plizzari; Piacentini, Felicioli, Mondonico, Gamarra, Bordi, Zanellato, Locatelli, Crociata, Cutrone, Vassallo. Subs: Crosta, Maldini, Spinelli, Hadziosmanovic, Casiraghi, Turano, Careccia, De Santis, Iudica, Agnero, Malberti, Zucchetti. Coach: Cristian Brocchi.

CESENA: Fantini; Dondini, Cavallari, Ferrari, Gabrielli, Mazzavillani, Severini, Dhamo, Ciarmela, Gasperi, Pregnolato. Subs: Sarini, Martedi, Ballini, Sommahin, Maleh, Tamagnini, Akammadu. Coach: Angelini.