Milan Lugano
Lugano-Milan friendly -

Milan’s first friendly match of the season was a success not only on the pitch with a 4-0 win over Lugano, but also on TV and social media as the rossoneri achieved strong viewership results.

The match was broadcast on Milan TV, Facebook Live and Weibo in Italian, English and Chinese, respectively. The goal was to reach the most fans possible all over the world without the typical barriers that exist due to TV rights limited with geography. This ties in with the new hashtag launched by the club on the first day of training camp #WeAreATeam.

Milan Lugano
Lugano-Milan stats –

This initiative was a resounding success.

The Facebook Live numbers are significant: over 10 million total impressions, 6.9 million users reached, 1.8 million views. There were over 300,000 reactions along with over 47,000 comments and over 9,000 shares.

The top five countries in terms of viewers were Italy, USA, Indonesia, Mexico and Germany.

Certainly the busy summer of new acquisitions has peaked the curiosity of the fans, eager to see the new players in action wearing the red and black new kit.

The results are also surprising in China on Weibo, given the match started when it was 1:00am in China. Over 165,000 users were reached nonetheless.