Behind the Scenes: Managing Football Operations and Player Activations with AC Milan's Lorenzo Libutti

In an exclusive interview with ESSMA, Mr. Lorenzo Libutti, Director of Commercial Football operations and Player care at AC Milan, provides a deep dive into the complexities of his role and the ever-evolving landscape of football operations. Drawing from his extensive experience at Chelsea Football Club and his current position with AC Milan, Mr. Libutti shares valuable insights into managing player activations, fostering partnerships, and implementing best practices within the dynamic realm of football culture. Let's explore the unique challenges and successful strategies employed by Mr. Libutti in this exclusive interview.

Meet Lorenzo Libutti

ESSMA: Good day, Lorenzo. To begin, could you please introduce yourself to the ESSMA community? What is your role at AC Milan, and what are your responsibilities?

Mr. Libutti: Hello. I'm Lorenzo Libutti, serving as the Director of Commercial Football operations and Player care at AC Milan. This role, initiated approximately two years ago, involves overseeing a crucial department that acts as a link between the commercial department, the first-team staff, and players. Responsibilities extend beyond the first team to include the entire club, encompassing the women's team and occasionally the academy team.

My role encompasses both the commercial football operations and player care departments. In player care, we assist players and their families from the moment they consider joining the club, addressing needs such as housing, schools, and documentation. For commercial football operations, we manage player access, activations for partnerships and marketing teams, and oversee international football academies affiliated with AC Milan globally.

A Journey of Experience

ESSMA: Great to learn more about your background, Lorenzo. Before joining AC Milan, did you possess any prior experience in football or management more broadly?

Mr. Libutti: Indeed, I had notable experience before AC Milan. I was associated with Chelsea Football Club as a senior player activation manager, handling requests from the men's team, women's team, and occasionally the academy. Prior to Chelsea, I was with Watford Football Club in the Premier League, serving in a role equivalent to a team manager in Italy. These experiences provided a foundation for my current responsibilities at AC Milan.

The Evolving Landscape of Fan Engagement

ESSMA: How has the landscape of fan engagement changed over the years, and what role does content creation play in fostering meaningful relationships?

Mr. Libutti: Fan engagement has evolved beyond match days, and continuous connection with the team is now expected. Content creation serves as a bridge, providing fans with insights into players' lives beyond the pitch, thereby creating a 24/7 connection with the club.

The Mix of AC Milan's Content

ESSMA: What characterizes AC Milan's content, and how does the club strike a balance between different types of content?

Mr. Libutti: AC Milan's content is diverse, with a recent emphasis on behind-the-scenes footage. Fans show a growing interest in understanding players' personalities, behaviors at the training ground, and gaining insights beyond regular match broadcasts. The club collaborates with partners to suggest good content ideas, ensuring a strategic and intelligent approach.

Partner Activations and Collaboration

ESSMA: Could you elaborate on the collaborative process with partners in shaping activations involving players?

Mr. Libutti: The process involves pre-existing contracts, with partners discussing ideas with account managers. My team evaluates proposed activations, ensuring they align with the club's values. It's crucial to find a balance between leveraging players for activations and respecting their primary role as football players.

Balancing Club and Player Interests

ESSMA: In situations where players have reservations about activations, is it your responsibility to represent players' interests to the club?

Mr. Libutti: Balancing the interests of both the club and players is fundamental. Collaboration with various club departments, including team doctors, ensures a holistic perspective. Some players may have personal or religious concerns, and it's essential to manage these situations. Clear communication and relationship-building are key to addressing players' needs while achieving the club's commercial objectives.

Evaluating Return on Investment

ESSMA: Do partners provide feedback or insights into the return on investment for the activations they engage in with AC Milan?

Mr. Libutti: The commercial department conducts thorough analyses to measure the impact of activations. Partners receive insights into the effectiveness of their collaborations, with metrics such as the number of views from different countries being meticulously scrutinized.

Navigating Player Activations - Lessons Learned

ESSMA: Reflecting on your experiences, what advice would you offer to someone in a similar role, especially at a smaller club?

Mr. Libutti: Building relationships is key, with 90% based on the strength of these relationships. Players need to understand and respect your role, recognizing the dual responsibility of engaging in activities both on and off the pitch. Clear communication, tailored to each player's personality and language preferences, is crucial for effective engagement. Collaborating with different club departments and fostering a unified approach is fundamental for success.

Streamlining Communication Through Planning

ESSMA: Could you share a best practice you implemented at AC Milan?

Mr. Libutti: We adopted a monthly planning strategy for player activities, collaborating with the manager at the beginning of each month. Partners submit their requests in advance, allowing players to organize their schedules. This approach has proven effective in managing player commitments efficiently.

ESSMA: Thank you, Mr. Libutti, for sharing valuable insights into football operations and player activations. Your experiences at Watford, Chelsea, and AC Milan provide a unique perspective on managing relationships with players, collaborating with partners, and integrating best practices from different football cultures. We appreciate your time and expertise in sharing these perspectives with the ESSMA community.

Readers captivated by this overview of AC Milan’s way of working with layers and partners to develop engaging content are encouraged to explore the complete Q&A on our ESSMA Knowledge Platform (ESSMA-members only).