AC Milan and Inter Milan have agreed a naming rights deal with Italian insurance company Generali for their new stadium, set to open in 2031. The clubs described the agreement in a news release on Thursday as "one of the largest stadium naming rights agreements in global sport."
Sources confirmed to ESPN that the deal is worth €650 million ($725 million) over 20 years. That figure compares with the reported $700 million, 20-year deal Crypto.com signed in November 2021 to rename the downtown Los Angeles home of the Lakers, Kings and Sparks, which was then considered the richest naming rights deal in sports history. The new venue, with 71,500 seats, will be called Generali Stadium. Its renderings were revealed at the same event where the deal was announced.
The project is being driven by the clubs' owners, Red Bird Capital Partners for AC Milan and Oaktree for Inter. The design combines Foster+Partners and MANICA, led by Lord Norman Foster and David Manica, who previously worked together on London's Wembley Stadium. Two seating tiers will form a continuous 360-degree bowl, and the design is inspired by "the intricate craftsmanship of the Duomo di Milano." Steep single-wall "Curvas" at each end will draw fans toward the pitch, with seating inclines of up to 37 degrees. Construction is expected to begin in 2028, with the first match targeted for the 2031-32 season, subject to approvals.
The clubs bought the land for €197 million ($230 million) last November, clearing the way to demolish the historic San Siro, which dates to 1926. The stadium is part of a broader urban regeneration plan that includes public, green, leisure and retail spaces. The clubs see a modern arena as vital to boosting matchday revenue, which lags behind their European rivals, and Italy faces pressure to upgrade its stadiums ahead of the 2032 European Championship it will co-host with Türkiye.
Source: ESPN Soccer · Summarized by HeadlinesBriefing