September 2 - Office Work ( 6 hours)

This day was about focusing on the work that companies have to do from a brand perspective to leverage on the behavioral economy and attract investments. On case study has been conducted on A.C. Milan that have been acquired by an American capital investment fund. The main objective of the company was to increase the value of the brand and to create value for customers and fan, showing the world to be an innovative company able to reach fans all around the world, not just playing games but investing in different business environments and projects such as e-sports, a media house, sponsorship and strategic partnership to reach different market segments. All this work about its brand identity and reputation was not just for the fans and customers, but also to attract investors trough the behavioral finance and investments. . The first step in this process was to bring many operations and activities of the commercial area within the company that were previously outsourced. Until 2019, AC Milan's partnerships department was relatively small and focused on managing existing sponsorship deals, while new outgoing partnerships were handled by external agencies. In a short time, the organization chart was expanded, and a sponsorship sales team established within the club. Even more important was the investment in Milan Media House, the internal content creation division and, last year, the launch of The Studios, a new digital production company and physical studio space within the Casa Milan headquarters, which enabled the club to create premium digital content for fans and sponsors.