Soccer: Not selling Milan says Berlusconi
'No, no, no' says three-time premier06 March, 18:46
"No, no, no," the three-time premier and media magnate told reporters.
Earlier Thursday his family holding company Fininvest denied the Bloomberg report, which said Berlusconi was weighing a sale and had commissioned a company, Lazard Ltd, to contact potential buyers.
"Despite the numerous denials, there are new reports of an eventual sale of Milan," a Fininvest statement said referring also to past reports of a sale that came to nothing.
"Fininvest reiterates once again that this is a totally groundless hypothesis". Milan have won five of their seven European champions titles and eight of their 18 Serie A titles since Berlusconi bought the club in 1986.
The team are currently ninth in Serie A, 34 points behind leaders Juventus, having seen Massimiliano Allegri replace as coach by Clarence Seedorf, but they are also Italy's only survivors in the Champions League.
They face Atletico Madrid in the return of their last-16 tie next week after losing the home leg 1-0.