The agreement between Milan, Inter and the insurance group places the new Milan facility in the high range in terms of commercial value. Here are the main examples around Europe and the world.
The 650 million euro agreement for twenty-five years (unofficial figures) that Milan and Inter signed with Generali to give the name “Generali Stadium” to the new stadium in Milan, from 2031 the home of the two football clubs once San Siro is retired, places the Milanese facility at the top of the European market for the value of stadium sponsorships. It is a first concrete effect of the weight that the construction of the new home will have on the budgets of Milan and Inter: it may not please the nostalgic or those who dreamed that the future would also have a link with the old name but it is where the world is going and Milan could not be left behind.
In the details of the agreement it emerges that Generali had long expressed interest in linking its brand to the new Milanese stadium. The decisive phases of the negotiations saw the men of Oaktree at the table, David Castelblanco who is Cardinale’s partner in RedBird and the respective corporate staff. An Italian brand for an Italian work: it wasn’t even necessary to move through different contexts to arrive at a solution before even laying the first stone.
How much are naming rights worth? The most recent study is the one carried out by The Sponsor which weighs the value of 75 companies in Europe. In the Top 10 there are the Bernabeu in Madrid (Real Madrid) with 21.1 million euros per season followed by Camp Nou (Barcelona) at 18.5 and Allianz Arena in Munich (Bayern Munich) at 16.4. Down from the podium are the Emirates Stadium in London (Arsenal) with a value of 14.5 million, the Tottenham Hotspur stadium (12.9), the Etihad Stadium in Manchester, City side, and Anfield in Liverpool.
And in Italy? The report does not mention the Allianz Stadium in Turin, a stadium owned by Juventus, but reading the budget shows a figure of just under 15 million per season (agreement until 2030) which, however, also includes other sponsorship items on the First Team’s training kit and some rights relating to the women’s sector.
In the United States, to give a term of comparison, we can mention the Crypto Arena in Los Angeles which brings in 31 million dollars a year and the SoFi Stadium in Inglewood, California, which follows at 28. For Generali, as for all the sponsors of European stadiums, it must be remembered that the naming rights do not cover the international competitions organized by UEFA which manages the commercial part itself.
