Key Takeaways
- • RedBird Capital Partners launched Milan Sports & Entertainment ("MSE"), a holding company consolidating its Milan investments across sports, venues and entertainment, with centralized operations and shared partnerships.
- • Brett Yormark, current Big 12 Commissioner, was appointed CEO of MSE and will report to RedBird founder Gerry Cardinale; he departs the Big 12 at the end of January 2027.
- • MSE is anchored by AC Milan and the 71,500-seat Generali Stadium, whose naming rights deal with Generali is described as the largest in sports history.
- • RedBird, which manages over $21 billion for institutional and family office investors, plans a stadium/arena management business, a possible NBA Europe franchise, a San Donato venue and tennis initiatives.
Summary
RedBird Capital Partners ("RedBird") has launched Milan Sports & Entertainment ("MSE"), a holding company for the firm's investments in Milan spanning sports, venues and entertainment, according to a Business Wire release. MSE is designed to bring individual assets into an integrated, multi-sport platform with centralized operations, shared capabilities and integrated partnerships. RedBird framed Milan as Italy's financial and commercial capital and a global center for fashion, design and culture, positioning the city to become one of the world's most influential sports and entertainment markets amid private investment and infrastructure development in Europe.
At the core of MSE is AC Milan, which RedBird describes as the second most successful club in Champions League history, with seven European titles, 19 Italian league titles and a global fanbase of over 650 million. Central to the platform is the 71,500-seat Generali Stadium, designed by Foster + Partners and MANICA, which the company says will operate as a year-round destination for sports, concerts, hospitality and retail. RedBird described the Generali naming rights agreement as the largest in sports history.
MSE plans to build further assets, including a stadium and arena venue management business covering concessions, merchandising and premium suites; exploring ownership of a Milan-based franchise in the proposed NBA Europe league; developing a sports and live entertainment destination in San Donato; and pursuing greater international tennis presence for Milan.
Brett Yormark has been appointed Chief Executive Officer and will oversee MSE's current holdings and evaluate new investments, reporting to Gerry Cardinale. Yormark currently serves as Commissioner of the Big 12 Conference through the end of January 2027. During his Big 12 tenure, he oversaw a media rights agreement with ESPN and Fox through the 2030-31 season and the conference's expansion with Arizona, Arizona State, Colorado and Utah. He previously served as CEO of Brooklyn Sports & Entertainment, overseeing the Brooklyn Nets and Barclays Center. Cardinale said he has worked with Yormark for 25 years.
RedBird, founded in 2014 by Cardinale, describes itself as a private investment firm focused on Sports, Media & Entertainment and Financial Services, and manages over $21 billion on behalf of institutional and family office investors.
At the core of MSE is AC Milan, which RedBird describes as the second most successful club in Champions League history, with seven European titles, 19 Italian league titles and a global fanbase of over 650 million. Central to the platform is the 71,500-seat Generali Stadium, designed by Foster + Partners and MANICA, which the company says will operate as a year-round destination for sports, concerts, hospitality and retail. RedBird described the Generali naming rights agreement as the largest in sports history.
MSE plans to build further assets, including a stadium and arena venue management business covering concessions, merchandising and premium suites; exploring ownership of a Milan-based franchise in the proposed NBA Europe league; developing a sports and live entertainment destination in San Donato; and pursuing greater international tennis presence for Milan.
Brett Yormark has been appointed Chief Executive Officer and will oversee MSE's current holdings and evaluate new investments, reporting to Gerry Cardinale. Yormark currently serves as Commissioner of the Big 12 Conference through the end of January 2027. During his Big 12 tenure, he oversaw a media rights agreement with ESPN and Fox through the 2030-31 season and the conference's expansion with Arizona, Arizona State, Colorado and Utah. He previously served as CEO of Brooklyn Sports & Entertainment, overseeing the Brooklyn Nets and Barclays Center. Cardinale said he has worked with Yormark for 25 years.
RedBird, founded in 2014 by Cardinale, describes itself as a private investment firm focused on Sports, Media & Entertainment and Financial Services, and manages over $21 billion on behalf of institutional and family office investors.
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