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.
Generali are frontrunners for new San Siro naming rights
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.
Italian media say the clubs are targeting a lucrative commercial deal worth around €25 million per season for the title sponsorship, a first in the venue’s history.
Talks are in early stages, with both clubs keen to maximise revenue from the high-profile partnership.
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.
Could Enel solve the San Siro naming rights dilemma?
According to reports from Calcio e Finanza, Milan has secured a partnership with energy giant Enel, who will become a Premium Club Partner and Official Energy Partner, taking over from A2A.
The deal began at San Siro on 29 November during Milan-Lazio, putting Enel in the unique position of sponsoring both Milan clubs, which could simplify a future stadium naming agreement.
Current analysis suggests the new San Siro could generate around €9 m (£7.83m) per season from naming rights alone, with potential to rise once the modern venue opens.
City approval will be key, as the clubs must find a sponsor suitable for both sides without conflicting with existing partnerships.
FGG Says: Naming rights deal edges closer with Enel on board
Securing a naming rights partner for the new San Siro now feels closer than ever, with Enel already on board as a sponsor for both clubs.
The dual-club model gives the deal unique commercial reach, and successfully finalising naming rights would be an early financial win, helping Milan and Inter maximise revenue from their historic home.