Reports: Milan and Inter agree €650m deal with Generali for stadium naming rights – the details

AC Milan and Inter unveiled their new stadium project last night, with a rather interesting detail: the name has already been agreed.

Milan and Inter presented the project for the new stadium that will replace San Siro and host the Milanese clubs’ matches starting in 2031 last night. However, it leaked out ahead of time that a naming rights deal has already been agreed with Generali.

A huge deal

MilanNews and Calcio e Finanza have confirmed that it is an agreement worth approximately €26m per year. Furthermore, it was highlighted that the partnership contract between Milan and Inter with Generali is expected to last for a full 25 years, meaning a total figure of €650m.

If these are indeed correct, the deal would be second only to the one that Atletico Madrid have with Riyadh Air Metropolitano (€28-33m per year) but surpasses Spotify for Barcelona’s Camp Nou (€20m), as well as Allianz with Bayern Munich (€13m) and Signal Iduna Park with Dortmund (€11m).

The Athletic report that the sponsorship is worth €650m but over 20 years, which would result in a higher annual value. If that were true, it would be potentially in excess of what Crypto.com and SoFi reportedly paid to sponsor the homes of the NBA’s Los Angeles Lakers and the NFL’s Los Angeles Rams, respectively.

Milan’s chairman Paolo Scaroni served on the board of directors at Generali from 2007 until 2014, so there is a pre-existing link there.