Conceicao explains why he smoked a cigar after Milan’s Supercoppa Italiana win | OneFootball

Former Milan head coach Sergio Conceicao has explained why he decided to smoke a cigar in the dressing room after Milan’s Supercoppa Italiana victory at the beginning of the calendar year, a moment which has since gone viral across various social media platforms.

Conceicao on Milan’s Supercoppa Italia victory and viral cigar clip: ‘A promise’

On December 30, 2024, Conceicao was officially appointed as the new head coach of Milan on an initial 18-month contract until June 2026. It was later revealed that there was a break clause in that deal, which led to his eventual departure at the end of the 2024-25 campaign.

Despite his short-lived tenure in San Siro, Conceicao’s reign in charge of Milan got off to the best possible of starts: Beating Juventus 2-1 and then Inter 3-2 to claim the Supercoppa Italiana in his first two matches in charge.

epa11804138 AC Milan’s head coach Sergio Conceicao gestures during the Supercoppa Italiana semi-final match between Juventus FC and AC Milan, in Riyadh, Saudi Arabia, 03 January 2025. EPA-EFE/STR

During the celebrations after Milan beat Inter in the Supercoppa Italiana final, Conceicao lit up a cigar in the dressing room and danced while his players sang and chanted around him. That clip has since been reposted thousands of times and has amassed tens of millions of views across various social media platforms.