RedBird launches Milan Sports Entertainment holding; Yormark appointed CEO

RedBird launches Milan Sports & Entertainment holding to consolidate its Milan investments across sport, infrastructure and entertainment, with Brett Yormark appointed CEO.

RedBird Capital Partners has launched Milan Sports & Entertainment (MSE), a holding company that will consolidate RedBird's investments in Milan across sport, infrastructure and entertainment sectors. The new entity will operate as an integrated multisport platform with centralized management and shared expertise across its various assets.

AC Milan sits at the centre of MSE's strategy. The club, which has won seven European titles and 19 Serie A championships, will anchor the broader ecosystem RedBird is building in the city. A cornerstone of this vision is the Generali Stadium, a new 71,500-capacity venue designed by Foster + Partners and MANICA.

The naming rights deal with Generali is described as the largest in sports history, uniting two iconic Italian brands in a partnership rooted in their shared heritage and commitment to Milan's future.

Beyond the stadium project, MSE plans to develop a wider sports and entertainment ecosystem in Milan. Plans include stadium and arena management services covering catering, merchandising and premium suites; evaluating an NBA Europe franchise opportunity based in Milan; developing a new sports and entertainment destination in San Donato; and exploring opportunities to strengthen Milan's role in international tennis. Brett Yormark has been appointed CEO of the new holding.