5 hours ago
22
Generali has emerged as the first candidate to secure the San Siro naming rights, with AC Milan and Inter looking to cash in €25m per year, according to a report.
One of the major revenue sources from the new stadium will be the naming rights, which is something that Milan and Inter have never capitalised on before (for obvious reasons). According to Gazzetta dello Sport, the clubs are hoping to cash in around €25m per season in total.
Earlier this week, I wrote in a Substack bonus article that the clubs are looking to get €20-30m from the naming rights, while naming Generali as a potential candidate. Now, the insurance company’s candidacy has been confirmed by the aforementioned report.
Generali the first candidate
Per the report, the insurance company has always had a soft spot for sports and considering just how big the San Siro project is, it would be great publicity. Juventus make around €10m per season from the Allianz naming rights, another insurance company, but this situation is different.
First of all, since Milan and Inter will both use the stadium, the number of games played is doubled. Furthermore, the stadium will go down in history as one of the most ambitious projects in the country, considering the difficulties encountered along the way and the (expected) modern design.
Again, I would recommend giving our bonus article a read as we break down the matter at great lenght, explaining what is required from the candidates and so on. Generali Stadium, or Generali Arena, does have a good ring to it…
English (US) ·