AC Milan, the top Italian soccer club, have appointed Luca Baldanza as head of media sales within their commercial department.

Baldanza takes up the position with immediate effect and will report to sponsorship sales director Maikel Oettle.

In the newly-created role, he will be responsible for the “effective development of new and existing media revenue streams to support the club’s commercial growth".

The Serie A giants said the brand-new role was created “to bring added value and exploit the great potential of the AC Milan brand” and that Baldanza’s appointment is in line with the club's “strategic goal of increasing revenue through the enhancement of branded content and the strengthening of the partnerships with key broadcasters, in Italy and across the globe".

Baldanza has international experience in the management, sale and acquisition of sports media rights having worked for several global companies, including international sports marketing agency IMG and United Arab Emirates Football League, and at global events such as the 2010 Fifa Club World Cup.

He joins Milan from IMG where he spent almost 13 years in its Italy office in the city, firstly as vice-president and head of sales and acquisitions, and most recently as vice-president and director of football.

IMG held international broadcast rights to Serie A in a three-season deal which expired after the 2020-21 campaign.

Casper Stylsvig, Milan’s chief revenue officer, said: "We are pleased to welcome Luca on board. The club created this brand-new role to fully seize all the opportunities that the future scenarios of our sector are going to open up in terms of content, platforms and right management.

“We are convinced that Luca’s experience, know-how and vast international network will be fundamental to exploit the great potential of AC Milan globally."