AC Milan and Inter Secure €650 Million Naming Rights Deal for New Generali Stadium

Historic Naming Rights Agreement for Milan’s New Stadium

AC Milan and Inter Milan have landed a groundbreaking naming rights deal worth €650 million with Italian insurer Generali. This agreement covers the new stadium that will replace the legendary San Siro.

A Massive 20-Year Partnership

The clubs signed a 20-year contract with Generali valued at €650 million (£545m/$725m), which is set to rename their future home as the Generali Stadium. This venue will have a seating capacity of 71,500. Last November, the clubs bought the land from the city for €197 million, allowing the iconic San Siro to be demolished eventually.

Construction is planned to start in 2028, aiming to host its first matches during the 2031-32 season, subject to approval. The project is led by ownership groups RedBird Capital Partners and Oaktree, and includes a broader urban renewal plan featuring new retail spaces, leisure areas, and green zones.

Setting a New Benchmark in Sports Sponsorship

This deal surpasses the previous record held by Crypto.com’s $700 million agreement for the Los Angeles arena shared by the Lakers and Kings. For Milan and Inter, this partnership offers a major financial boost, helping them narrow the revenue gap with Europe’s top clubs.

A Stadium Inspired by Milanese Craftsmanship

The official renderings reveal a design inspired by the intricate details of the Duomo di Milano. Created by architects Foster+Partners and MANICA, the stadium features a 360-degree bowl split into two tiers. The same team designed Wembley Stadium in London.

The fan experience is a key focus. The famous Curvas will have steep single walls with seating inclined up to 37 degrees to enhance atmosphere and bring fans closer to the pitch.

Modernizing Italian Football Infrastructure

Leaving behind the historic San Siro marks the end of an era. Built in 1926 and renovated for the 1990 World Cup, the stadium’s spiral staircases are iconic but the facility lacks modern premium features needed for top-level European competition.

More than just benefiting Milan and Inter, the Generali Stadium project is a step forward for Italian football. With increasing foreign investment in Serie A, pressure is rising to upgrade outdated sports venues across Italy. The new stadium is expected to play a prominent role in the 2032 European Championship, which Italy will co-host with Turkey.

Upcoming Derby della Madonnina

As the stadium plans move ahead, attention turns back to the pitch. The intense rivalry between AC Milan and Inter will take center stage this weekend in the Derby della Madonnina at San Siro. This match reminds fans of the electric atmosphere that has long defined the stadium, even as its final chapter draws near.

• Deal value: €650 million over 20 years
• Stadium capacity: 71,500
• Land purchase price: €197 million
• Construction start: 2028 (planned)
• First matches: 2031-32 season (pending approvals)
• Ownership groups: RedBird Capital Partners, Oaktree
• Design firms: Foster+Partners, MANICA
• Previous record deal: Crypto.com’s $700 million LA arena agreement
• Inspiration: Duomo di Milano craftsmanship
• Seating incline in Curvas: up to 37 degrees
• San Siro original build year: 1926
• San Siro renovation: 1990 World Cup
• Major upcoming event: 2032 European Championship (co-hosted by Italy and Turkey)