Brera: Multi-club ownership with a social conscience
Think Milan, its iconic stadiums and World Cup stars, and it’s understandable that the first team you land on might not be Brera CF, according to journalist and publisher Alessandro Aleo Founded in 2000 by Alessandro Aleotti, the club has the ambition to become the city’s “third team”.
Former Italy goalkeeper Walter Zenga coached them and they play at the historic Arena Civica, which opened in 1807 and is the oldest stadium on the continent to have hosted Inter Milan, AC Milan and the National Team.
From a football perspective, Brera’s 25-year career has not always been smooth sailing. Once in Serie D, they now live in the amateur league.
Off the pitch, however, they are known for their innovative social and cultural projects. The first project involves enrolling a group of prisoners in a local league, while others focus on helping immigrants integrate into society through football, or on promoting and celebrating the artistic heritage of the Brera region from a cultural perspective.
Recently, and perhaps most famous outside Italy, It’s the Phoenix Trophy – A tournament organized by Brera as a “Champions League of semi-professional and amateur clubs” that has gained a cult following and features the final at the iconic San Siro Stadium.
“We always try to think outside the box and use the tools football gives us to create something unprecedented and very compelling,” said Leonardo Alleotti, who inherited his father’s work and is responsible for Manage the Phoenix Cup.
It is this aspect that attracted a group of American investors to acquire Brera in 2022. They used the Milan club as a platform to establish Brela Chumene in Mozambique, Brela Ilchi in Mongolia, and acquired the Akademija Pandev club founded by national team heroes and Macedonian football players. Former Inter Milan striker Pandev, later became AP Braela Strumica.
The combination also includes Milan women’s volleyball team UYBA Volley.
“Our whole message to the market is a new category called ‘Social Impact Football’ – which means making friends rather than millionaires,” explains executive chairman Daniel McCrory, who has borrowed two terms A quote from Phoenix Cup champions Manchester United Football Club.
“It’s no longer a fun aspect that makes us unique, but it’s considered a core value that even the parties we’re talking to want to embrace and adopt.”
Maria Xing, who previously worked at Liverpool and 777 Partners, joined Brera as head of investment and corporate development earlier this year and found this aspect of the project attractive.
“All clubs work in partnership with the local community,” she said. “Whether it’s going through the local prison system and trying to offer five-a-side games to reform the way prisoners spend their time, or working with local schools and getting players from Mozambique to play with the kids. It seems to be really impactful.”
