How much is the Supercoppa Italia that brings four clubs to Saudi Arabia for a week worth? A deal worth 23 million euros. Here are the prizes for those who win (and those who lose) in the middle of the desert
In words, no one likes it, dropped into an already exaggeratedly compressed calendar in the heart of a season that will end with the American World Cup in June and July. Coaches, players and fans nostalgic for the past resent it, those who would prefer to award the first title of the year with a one-off match to be played in an Italian stadium.
The Super Cup which emigrates to Saudi Arabia for the third time in recent years, the penultimate between now and 2028, is however one of the few real affairs in which Serie A is competitive with the rest of Europe. A business worth almost 100 million euros in the four-year period and 23 million euros per season: here are the figures of the contract that the managers of the Lega Serie A managed to extract to bring the Final Four of the Italian Super Cup to the desert of Riyadh.
This is why, beyond the official declarations, it is better to be there than to stay at home. A showcase also useful for developing contacts and pursuing future commercial collaborations, but above all the opportunity to invoice an excellent revenue in a single week.
How much is the Italian Super Cup held in Saudi Arabia worth?
The 23 million euros in the contract signed with the Saudis go almost entirely to the clubs that make the trip to Saudi to compete for the trophy. Napoli, Inter, Bologna and Milan will share an interesting jackpot with a structure designed to reward above all those who win and, therefore, those who got on the plane to Saudi Arabia with the idea of not snubbing the commitment.
The team that lifts the trophy to the sky in Riyadh will earn 9.5 million euros with the possibility of reaching 11 if it plays a friendly match with the winner of the Arab Super Cup in the following months. For the finalist the check is for 6.7 million euros while the two losing semi-finalists will quickly return to Italy with 2.4 million euros. What remains, around 2 million euros, will be divided among all the other clubs in the Serie A league.
Supercoppa Italiana, where to see it (and what ratings it gets)
From a television perspective, the Italian Super Cup is part of the Italian Cup package and is therefore in the possession of Mediaset. It is a product that guarantees excellent ratings: the final played last January 6, won by Milan in a comeback over Inter, obtained an audience of 7.2 million viewers with a share of 31%. Numbers that certify how the format, although discussed after the expansion to four clubs (finalists of the Italian Cup and first two of the previous championship), appeals to Italian fans.
Next year, however, it is already certain that the location of the trophy will be different because the contract allows you to take a break before the grand final of 2027/2028. Where will the Italian Super Cup be played? There are foreign options standing, as per tradition, perhaps taking advantage of the launch of the World Cup in the United States where it would be essential for Gattuso’s national team to perform sufficiently well. It cannot be ruled out, however, that one day one will remain in Italy, giving satisfaction to the nostalgic but fatally reducing the scope of the business.
