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'We fell behind' - what does new San Siro deal mean for AC Milan and Inter?

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BBC Sport explores the plans for AC Milan and Inter's new stadium, and how powerful naming rights for new arenas can be

Source excerpt · BBC Sport ↗
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An interior graphic design of the planned Generali Stadium in Milan, Italy, which will be shared by AC Milan and Inter
BBC Sport · original article image

From the source

Source excerpt · BBC Sport ↗

When AC Milan and city rivals Inter jointly revealed the design of their planned new stadium on Thursday, one thing stood out in particular - the name.

The 71,500-seater arena the clubs aim to share from 2031 onwards, replacing the iconic San Siro, will be called the Generali Stadium. Generali is an Italian insurance company, and the firm has agreed to pay about 650m euros (£542m) for naming rights through to 2052.

The length and value of the agreement makes it one of the most lucrative naming-rights deals in sports history. Stadium naming rights are, of course, nothing new in elite football.

At a glance

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Reported
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BBC Sport ↗
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AC Milan

Attributed publisher reporting. Kickjolly has not independently confirmed the claim.

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