AC Milan and Inter Milan are wasting no time after purchasing the new San Siro site, with both clubs moving swiftly to ensure they make the most from their new arena.
According to Italian outlet Gazzetta, both Milan clubs have begun exploring naming rights partnerships, seeking a major company willing to invest more than €20 million per season.
They view naming rights as one of the strongest revenue streams, with the new stadium expected to generate income from several sources. Among these, the naming deal stands out as the most commercially powerful.
The aim is to secure a partner whose brand will become synonymous with the stadium, positioning itself visibly on one of world football’s most iconic sporting stages.
Early candidates for stadium naming rights and expected price
Talks are still in early stages, with several companies expressing initial interest. Generali, Italy’s leading insurance group, is seen as a strong candidate due to its history of supporting sports.
Juventus’ 2020 deal with Allianz, worth an estimated €7-10 million per season for naming rights, provides a benchmark, as Milan and Inter believe they can command a far higher fee.
Given the stadium’s global visibility and two top clubs sharing the venue, figures between €25 million and €30 million per season are already circulating.
Why do naming rights matter?
Across Europe, naming rights deals have become significant financial tools. Arsenal’s Emirates Stadium and Bayern’s Allianz Arena show how sponsors become intertwined with a club’s identity.
Italian clubs have followed suit, with Juventus, Atalanta, and Udinese already benefiting from naming rights revenues. This money flows directly into the clubs and boosts long-term sustainability.
FGG Says
A naming rights partner for the new San Siro feels inevitable, and both clubs appear determined to maximise profit from one of Europe’s most marketable stadium projects. The dual-club model gives the deal rare commercial reach.
If Milan and Inter secure a £26m-per-season agreement, it would set a new benchmark for Serie A and help narrow the financial gap with Europe’s richest clubs.