Taremi Sparks New Trend at Inter Milan: Euros and AC Milan Highlight the Nerazzurri's Idol Void

Following a successful medical, contract signing, and official announcement, Mehdi Taremi has become an Inter Milan player. After his first training session, Inter Milan asked him on their Instagram page, "Mehdi, how was your first day at Inter?" Taremi replied, "Incredible team!" These three words quickly trended in Iran and across the Middle East. The comments section of Inter's social media was soon flooded with messages from Iranian, Yemeni, and Lebanese fans. The top comment read, "The team may be in Italy, but the comments section belongs to Iran." Taremi's arrival has led to a significant spike in Inter's social media followers. For instance, on Instagram, Inter recently celebrated surpassing ten million followers; now, the number stands at 11.6 million and continues to grow rapidly, largely due to Taremi's influence. His personal Instagram following far surpasses that of recent signing Marcus Thuram.

Italian commentator Altobelli penned an article titled "Inter Milan: A Void of Idols," pointing out that the ongoing European Championship, the developments at city rivals AC Milan, and Inter's current challenges all highlight the Nerazzurri's need for a superstar. To understand this, we need to consider three key points.

The Financial Impact of the Euros

The 2024 European Championship is about to conclude, and UEFA has released financial figures for the tournament. Revenues are set to exceed €2.4 billion, a 26% increase from Euro 2016 (2020 was an anomaly due to the pandemic). Commercial sponsorship revenue has risen by 16%, and ticket sales are up by 11%, not accounting for inflation and currency depreciation. The most significant increase comes from "online revenue." Broadcast rights have seen a 32% rise, with a notable shift from traditional TV to short and mobile video formats. Additionally, online merchandise sales and various internet-generated revenues have surged by 58.9%. This demonstrates how the digital and mobile eras are reshaping the football industry. UEFA officials have acknowledged, "The world is changing, and the football business must adapt to the new environment."

AC Milan's Fan Engagement Progress

As previously mentioned, Taremi's arrival has provided Inter with a short-term boost in fan engagement. However, AC Milan's fan growth on platforms like Instagram has been more rapid. A few months ago, when Inter reached ten million followers, AC Milan had around 13 million. This advantage stems from Inter's late start during the Thohir era, giving Milan a head start. Now, Inter's followers have grown to 11.6 million, while Milan's have reached 16.3 million, a 25% increase compared to Inter's 16%. This surge is largely due to the signings of stars like Christian Pulisic, who have significantly boosted Milan's online presence. Juventus provides another example, with their Instagram followers totaling over 60 million, more than double the combined following of both Milan clubs. Over half of these fans were gained during Cristiano Ronaldo's tenure, highlighting the impact of having a global superstar.

Challenges with Inter's New Two-Star Jersey Sales

Inter Milan’s new two-star jersey sales have faced challenges. In their first two pre-season friendlies against Lugano on July 17 and Pergolettese on July 22, Inter wore training kits instead of their new jerseys. Fans worldwide, including myself, eagerly await the official launch of the two-star jersey, but delays persist. One reason is marketing difficulties, particularly the question of who will model the new kit. Inter lacks a superstar whose appeal surpasses that of others. While players like Thuram, Lautaro Martinez, and Benjamin Pavard have been considered, none have the global draw of a megastar. In recent years, players like Nicolò Barella, Matteo Darmian, Stefan de Vrij, and Henrikh Mkhitaryan have modeled the jerseys based on real-time sales data from official stores. This reflects Inter's struggle to find a consistent top-seller, as these players have some appeal but do not stand out as marketing phenomena. This situation hampers the club's revenue growth. Taremi could potentially become a jersey sales model in the near future. Ultimately, Inter’s lack of a high-profile idol, not necessarily on the level of Cristiano Ronaldo, Lionel Messi, or Kylian Mbappe, but perhaps someone like Enzo Fernandez or Pulisic, affects their commercial potential. Winning a second star on the field should be maximized off the field, but Inter's lack of a marquee player makes this challenging.

The Importance of Online Influence

Italian media suggest that in the digital age, Inter should prioritize fan engagement and boosting their online influence as these directly impact revenue. Taremi's arrival and the positive reception from fans, as well as the potential of young talent like Valentin Carboni, have significance beyond just on-field performance. They highlight the need for Inter to address their idol void.

The Role of Social Media and Fan Engagement

In today’s football landscape, social media and fan engagement play crucial roles in a club's financial health. Inter Milan's social media surge following Taremi's signing underscores this point. Fans from Iran, Yemen, and Lebanon flocked to Inter's Instagram, reflecting Taremi's widespread appeal. The comment, "The team may be in Italy, but the comments section belongs to Iran," exemplifies the global impact a single player can have.

AC Milan’s strategic signings of players with substantial followings, like Pulisic, have paid dividends. Milan’s social media growth outpaced Inter’s significantly during the same period. This approach is something Inter can learn from. Juventus's success in leveraging Ronaldo’s global brand to amass over 60 million Instagram followers, more than twice the combined following of both Milan clubs, further illustrates the power of star players in the digital age.

Inter's Commercial Challenges

Inter's commercial department faces a unique challenge: the delayed release of the two-star jersey. The team’s pre-season matches saw them don training kits instead, frustrating fans eagerly awaiting the new kit. Marketing the jersey is another hurdle, as the club lacks a standout star to promote it effectively. While players like Thuram, Martinez, and Pavard are talented, they do not have the global appeal to drive significant sales. Previous models like Barella, Darmian, de Vrij, and Mkhitaryan were chosen based on store sales data, highlighting the absence of a consistent top-seller.

Taremi’s potential as a future jersey model indicates a possible solution, but the club's broader issue remains. Inter needs a player who can captivate a global audience, driving both engagement and sales. This goes beyond just star power; it’s about finding a player whose image and appeal can anchor the club’s marketing efforts.

The Impact of the European Championship

The financial success of the 2024 European Championship underscores the evolving landscape of football revenue. With revenues exceeding €2.4 billion, a 26% increase from 2016, the tournament highlights the importance of adapting to new revenue streams. The 32% increase in broadcast rights revenue, driven by short and mobile video formats, and the 58.9% surge in online merchandise sales and other internet-generated revenues, showcase the shift towards digital platforms.

UEFA officials acknowledge this shift, emphasizing the need for football to adapt to a changing world. For clubs like Inter, this means leveraging online engagement to boost revenue. The rise in online and mobile engagement offers new opportunities for fan interaction and commercial growth, making it essential for clubs to have players who can attract and maintain a digital audience.

AC Milan's Model for Success

AC Milan's approach to fan engagement and player signings offers a blueprint for Inter. The signing of Pulisic significantly boosted Milan’s social media presence, contributing to their faster growth rate compared to Inter. This "first-mover advantage" highlights the importance of strategic signings in the digital age.

Milan’s success suggests that Inter could benefit from targeting players with strong social media followings and global appeal. Juventus’s experience with Ronaldo further supports this strategy. Star players not only enhance on-field performance but also drive commercial success off the field.

Addressing the Idol Void

Altobelli’s article, "Inter Milan: A Void of Idols," points to a critical issue for the Nerazzurri. The lack of a global superstar affects both the team’s marketability and revenue potential. Taremi's signing provides a short-term boost, but the club needs to consider long-term solutions. Young talents like Valentin Carboni offer promise, but Inter must continue to seek players who can elevate the club’s global profile.

The digital age has transformed football, with online influence directly impacting a club’s financial health. For Inter, this means addressing their idol void and leveraging social media to engage a global fan base. Taremi’s arrival is a step in the right direction, but sustained success will require a strategic approach to player signings and fan engagement.

In conclusion, Inter Milan’s recent experiences highlight the importance of star power and digital engagement in modern football. Taremi's impact on social media underscores the potential of strategic signings to drive commercial success. As the club navigates the evolving landscape of football revenue, addressing the idol void and leveraging online platforms will be crucial to their continued growth and success.