AC Milan has just announced the opening of a pitchside seating section at San Siro, creating a first of its kind match day experience in European football.

The Club 1899 Front Row Experience is a high-end, exclusive experience for Rossoneri fans, giving them one of the closest views of the pitch, players and bench as they warm up, talk tactics and work their magic on the grass.

The culture of ‘front row’ seats is one the sporting world has reserved for American basketball games. Seeing which celebrities are sitting courtside at a Lakers or Celtics game can often be as entertaining as the basketball itself, and now that unique experience is making its way to one of football’s most iconic stadiums.

While AC Milan is one of the most iconic clubs in the game, this is just the latest in a series of moves made to make them one of the most disruptive brands in sports culture. They inked a deal with Roc Nation in 2020 to increase the club's cultural impact, and have linked up with Off-White for a scene-shifting partnership since 2022.

With celebrity sightings already common at football matches – from Kim Kardashian to LeBron James – it won’t be long until Hollywood’s A-List descends on Milan for more than just Fashion Week.