The website of 'La Gazzetta dello Sport' discusses the next steps for Milan and Inter regarding the stadium they have just purchased. The new San Siro will host a major battle among big companies for the naming rights, an annual agreement that grants the name of the facility.
This strategy, now well established among Europe’s top clubs, helps teams strengthen their brand by linking their identity with the stadium, as seen with Emirates and Arsenal or Allianz and Bayern Munich. The same trend has reached Italy, with Atalanta being the latest example. These are significant revenues, and Milan and Inter aim to combine sporting prestige with the Foster + Partners and Manica project to attract highly profitable partnerships.
The Italian newspaper, on its website, noted that for now these are only rumors, but there are signs of interest from Generali, Italy’s leading insurance company and a long-standing supporter of sports. The situation recalls Juventus’ deal with Allianz, which in 2020 signed a ten-year agreement worth €103 million (about €7–10 million per season depending on sponsorship clauses). The two Milan clubs are aiming higher, targeting at least €25–30 million per season.
