How much will Milan and Inter earn from the new stadium’s naming rights?

Plan for the Generali Stadium, which Milan and Inter will build in the San Siro area of the city (inter.it)

Inter and Milan are expected to earn about €16.2m each from naming rights for their new stadium, surpassing Juventus, who currently get about €10m from their deal with Allianz.

Milan and Inter unveiled their new stadium project on Thursday. Works will begin in 2028 and should be completed by the beginning of the 2031-32 season, just in time for the 2032 Euros, which Italy will co-host with Turkiye.

Financial details behind Milan and Inter’s new stadium revealed

The new arena, built near the Stadio Meazza, will be called ‘Generali Stadium.’ The Athletic reports that the deal with the Italian insurance giant will last 20 years and be worth €650m.

This means Inter and Milan will earn circa €16.25m per season once their new stadium opens. This is currently the biggest naming rights deal in Italy.

The Milanese clubs will surpass Juventus, which, back in 2020, secured an agreement with another insurer, Allianz, worth €103m over ten years, allowing the Serie A giants to earn about €10m per year, plus commercial revenues.

Milan and Inter’s naming rights deal with Generali is expected to be one of Europe’s biggest, after Bayer Leverkusen’s BayArena (€30m) and Barcelona’s Spotify Camp Nou (€20m).