AC Milan and city rivals Inter have officially revealed the designs for their planned 71,500-seater venue, which will replace the iconic San Siro from 2031 onwards under the name Generali Stadium. Italian insurance company Generali has secured the arena's naming rights through to 2052 in an agreement valued at approximately 650m euros (£542m). Breaking down to roughly £27m per season—or £13.5m per club each year—the historic pact stands as one of the most lucrative naming-rights deals ever concluded in sports history.
Expected to cost around 1.2bn euros (£1bn) to construct, the new ground will be built adjacent to the existing San Siro, which will be knocked down once building work is complete. The state-of-the-art facility is designed to bring fans as close to the pitch as possible while unlocking crucial revenue streams via just under 12,000 premium or hospitality seats, alongside hosting concerts and other sports fixtures. Both clubs, which are owned by separate US-based investment firms, purchased the San Siro and surrounding land for 197m euros (£164m) in 2025, viewing the aging stadium's disrepair as a key factor in their European decline.
Despite the commercial scale of the project, the plans have sparked pushback from some supporters. Inter fans demonstrated outside the announcement venue carrying a banner reading 'You will never extinguish the lights at San Siro' while chanting "Hands off San Siro". However, AC Milan owner Gerry Cardinale stressed that modernized infrastructure is critical for Italian football to catch up with the Premier League, arguing that the stadium fundamentally transforms the clubs' economic model through hospitality, matchday income, and commercial entertainment to help them compete with Europe's elite.
Looking forward, the guaranteed long-term revenue provides both clubs with financial stability in a country where newly constructed grounds are exceedingly rare, particularly ahead of Italy jointly hosting Euro 2032 with Turkey. Dan Plumley, a sport finance professor at Sheffield Hallam University, highlighted that the figures compare favorably to Spotify's roughly 20m euro (£17m) annual deal with Barcelona. Plumley noted that establishing a sponsored identity right from the outset allows Generali to embed itself into the venue's new history as both Milan sides seek to regain their footing on the global stage.