Gazzetta dello Sport report how AC Milan’s decision to appoint Sergio Conceicao as their new manager has been in the making for months, with the roots of this partnership stretching back to late spring. While Paulo Fonseca was ultimately chosen as the club’s manager last summer, Conceicao’s name remained on the radar of Milan’s leadership, particularly owner Gerry Cardinale.
The Portuguese coach had expressed interest in the Milan job even before leaving Porto in early June. His agent, Jorge Mendes, had multiple conversations with Cardinale, clearly indicating Conceicao’s willingness to take on the role. Although Milan initially opted for Fonseca, Conceicao’s name was never forgotten.
Milan’s choice of Conceicao stems from their desire for a strong personality in the dressing room. Known for his tough approach, Conceicao is remembered for dropping four Porto players in April for what was perceived as an overly casual attitude after a draw. This aligns with Milan’s current need for a disciplinarian figure to guide the team.
The decision to bring in Conceicao was ultimately made by Cardinale, with input from key figures like Giorgio Furlani, Zlatan Ibrahimovic, and Geoffrey Moncada. Conceicao’s acceptance of a six-month contract demonstrates his eagerness to prove himself in one of Europe’s top five leagues, having previously coached mainly in Portugal aside from a brief stint at Nantes.
Interestingly, discussions between Mendes, Conceicao, and Milan had been ongoing for weeks, with an agreement on contract terms reached well in advance. The club was prepared to make the change even before the recent match against Roma, with the final decision hinging on the outcome of that game.
Fonseca’s departure was marked by a sense of isolation, with the former coach feeling insufficiently supported by the club. His visible nervousness in recent weeks and the manner of his exit – announcing his dismissal through a car window – painted a picture of a deteriorating situation.
For Conceicao, the challenge is clear: secure Champions League qualification. This remains Milan’s primary objective, a non-negotiable goal that has defined the club’s modern era. With his reputation as a tough, winning coach from his time in Portugal, Conceicao now faces the task of steering Milan back to Europe’s elite competition.
