How much will the naming rights of the new Inter and Milan stadium bring in?

Inter and Milan's new stadium project was announced on Thursday. The arena, to be built near the Stadio Meazza, will be called 'Generali Stadium'. Construction is planned to begin in 2028 and be completed by the start of the 2031/32 season. This means the stadium will be ready for the 2032 European Championship, which Italy will co-host with Turkey.

According to a report by The Athletic, the agreement with Italian insurance giant Generali will last 20 years and be worth a total of 650 million euros. This figure means the two clubs will earn approximately 16.25 million euros per season once the stadium opens.

This amount makes it the largest naming rights deal in Italy. In 2020, Juventus signed a 10-year, 103 million euro agreement with insurer Allianz, which brought them approximately 10 million euros per season along with a share of commercial revenues. The contract Milan and Inter will sign with Generali will exceed this figure.

This deal will also stand out across Europe. Bayer Leverkusen's BayArena deal is worth 30 million euros, and Barcelona's Spotify Camp Nou deal is worth 20 million euros. The Milan and Inter agreement is expected to rank among the largest contracts in this field.