Yesterday evening, the race began to establish the amount of sponsorship that Generali will pay, starting in 2031, for the naming rights of Milan’s new stadium. The insurance company has guaranteed a total sum of €650 million to Milan and Inter, but there was disagreement over the duration of the agreement. Some sources set the timeframe of the deal between Milan, Inter and Generali at 25 years, while others said it would be 20 years.
As per MilanNews.it this morning, there is confirmation that Generali’s sponsorship for the new stadium is to be set at 20 years. This means that the fixed allocation will be €32.5 million per year, which will be shared between Milan and Inter. Consequently, the basic amount that the two clubs will receive will be €16.25 million per year. As often happens in these cases, the contract with Generali also includes bonuses that could increase the amount, but we will stick to the tangible figures.
How much will a ticket or season ticket at Milan’s Generali stadium cost?
According to Milan News, the two clubs have not yet developed a detailed strategy so far in advance, but there are clear statements of intent, at least as far as Milan is concerned.
Of the 71,500 seats, a portion ranging from 8,000 to 13,000 will be reserved for hospitality areas, which will have significant prices for all those customers who wish to purchase these highly exclusive seats. Milan will focus on selling these areas to generate the additional revenue that could allow the club to apply affordable prices for season tickets (especially in the more popular sections) and also for individual match tickets.
This is all because, as has been indicated, the vision of the club and Gerry Cardinale is to make the stadium increasingly accessible and available to fans, with experiences to suit all budgets, rather than turning the stadium into a luxury asset for a select few.
