MiTi: Milan duo seek to sell stadium naming rights, Italy s largest insurance company is candidate

November 9 According to "Gazzetta dello Sport", the Milan duo are actively looking for a stadium naming partner, and Italy's largest insurance company Generali is one of the candidates. Although negotiations are still at a very preliminary stage, it is expected to bring in revenue of 25 million to 30 million euros per year.

Less than a week after the two clubs purchased the new stadium, they have already begun negotiating naming rights. They hope to find a large business that can provide more than 20 million euros in funding per year. Naming rights refers to a partnership in which a company associates its name with a stadium. This partnership model is very commercially attractive, not only for the potential partners, but also for both clubs, because it will be a particularly lucrative naming rights agreement.

Some companies that choose to invest in this way end up becoming symbols of the stadium, such as Arsenal's Emirates Stadium or Bayern's Allianz Arena, sometimes even mentioning only the name of the sponsor. In Italy, naming rights have also been sold for the home stadiums of teams such as Juventus, Atalanta and Udinese, with the funds going directly into the clubs' accounts and significantly increasing their revenues. The Milan duo plan to maximize these benefits based on three key points. First, the new stadium is built on the original site of the legendary stadium at San Siro/Meazza; second, this is the home ground of two historic and internationally influential clubs, Milan and Inter Milan; third, the stadium is jointly designed by Foster+Partners and Manica, two world-renowned architectural design companies.

Currently, the process of selecting which company will appear in the name of the new stadium is in the very early stages. Several companies have expressed interest, one of which is Generali, which has a long history of supporting sports. Although it is difficult to quantify the exact amount, preliminary estimates are considerable. Juventus signed a ten-year contract worth 103 million euros with Allianz in 2020, which includes various forms of sponsorship, and the naming rights part is expected to be 7 million to 10 million euros per season.