Generali Secures $729M Naming Rights for Future Milan Soccer Stadium

Italian insurance and asset management company Generali has been confirmed as the Naming Partner of the future home of Italian Serie A soccer clubs AC Milan and FC Internazionale Milano, when they eventually vacate their current, century-old San Siro stadium home. The new venue will carry the name Generali Stadium from its official inauguration.

In addition to securing naming rights, Generali will also serve as the Official Insurance Partner of both Milan clubs.

The 71,500-seat venue is expected to be ready for the start of the 2031—2032 season and will stage games at the 2032 UEFA European Championships, which will be co-hosted in Italy and Türkiye. The anchor site will also serve as a mixed-use district that is capable of hosting concerts and rugby, and potentially NFL regular-season games for the first time.

AC Milan and Inter are set to continue playing at their current San Siro home until 2031. At that point the stadium, which opened in 1926 and is the largest in Italy, will either be demolished or granted historic status to preserve it.

The architectural vision for the Generali Stadium was developed by Foster + Partners and MANICA, combining the efforts of renowned contemporary architect Lord Norman Foster and sports venue designer David Manica.

Featuring an X-frame structure and a sweeping double-curved roof, the project design has been conceived to combine the experience of a modern soccer venue with a distinctive architectural presence in the city, establishing a new home for generations of fans to come.

“A New Symbol of Milan”

Through the sponsorship, Generali said that it shared both Milan clubs’ long-term commitment to the city and their ambition to contribute to its future. The group is reported to have paid €650 million ($729 million) for the exclusive naming rights agreement on a 25-year contract that will generate long-term revenue of around €26 million ($29 million) per year for both AC Milan and Inter.

As such, it will become one of the most lucrative naming-rights deals in global sports. It even surpasses the $625 million that SoFi paid for a 20-year naming rights and sponsorship agreement with the Los Angeles Stadium and Entertainment District (LASED) for SoFi Stadium in Inglewood, California, in 2019 — now the most expensive stadium in the world (with a construction cost of $5.5 billion).

“The new stadium of Milan reinforces the city’s standing as one of Italy’s great stages recognized worldwide,” said Andrea Sironi and Philippe Donnet, chairman and Group CEO of Generali. “Generali has always represented Italy across the world, which is why we have chosen to stand by the two Italian clubs with a significant international following from the very beginning of this exciting project.

San Siro History

The original San Siro Stadium, based in the San Siro district of Milan, was designed by engineer Alberto Cugini and architect Ulisse Stacchini, and opened in September 1926 with an initial capacity of 35,000 spectators. At the time, AC Milan President Piero Pirelli wanted an English-style stadium with no athletics track, as an admirer of English soccer himself, and the venue was built in just 13 months.

Over the years, the stadium has undergone four major periods of renovations, in 1935, 1955, from 1987 through 1990, and from 2015 through 2016. This included significant works, such as capacity increases and tier additions, before the 1934 and 1990 Men’s FIFA World Cups, respectively.

As well as two FIFA World Cups, the venue hosted games at UEFA Euro 1980, four European Cup/Champions League finals (in 1965, 1970, 2001 and 2016), the 2021 UEFA League Nations Finals, and the opening ceremony of the 2026 Olympic Winter Games in Milan and Cortina d’Ampezzo. It has also staged boxing bouts, rugby matches and music concerts in its history.

The venue was also set to host the 2026—2027 UEFA Champions League Final, but it was stripped of its hosting duties due to uncertainty around the stadium’s future. Instead, the game will be played at the Estadio Metropolitano in Madrid, Spain.

In 1980, San Siro was officially named Stadio Giuseppe Meazza, in honor of the two-time World Cup winner with Italy (1934 and 1938) and a former player and manager at Inter.

Now holding a capacity of just over 80,000 to comply with UEFA standards, the venue marked its centennial in September. AC Milan presented a show with lights, images, music and storytelling before its Serie A game against Lecce, featuring performances from actor Fabio Volo and pianist and composer Dardust.

Generali’s Sports Drive

• The Davis Cup (Tennis): Generali is the worldwide presenting partner of the 126-year-old men’s team tennis tournament, and rebranded it as the Davis Cup by Generali to grow its exposure across the world
• Berlin Marathon (Running/Mass Participation): Generali replaced BMW as the title sponsor of the prestigious Berlin Marathon from 2027, and it has also sponsored marathons and half marathons in Switzerland, Spain, China and Malaysia
• Hexagon World Series (Padel): Generali became the title sponsor of the third edition of the Hexagon Cup padel circuit in January 2026, and is returning as the title sponsor of the Generali Hexagon Cup Madrid in January 2027
• Kitzbühel and Garmisch-Partenkirchen World Cup events (Alpine skiing): Generali has been a sponsor of premier World Cup events in Kitzbühel, Austria, and Garmisch-Partenkirchen, Germany
• The Barcolana Sailing Regatta (Sailing): Generali has served as the presenting partner for the world’s largest sailing regatta in Trieste, Italy, for more than 40 years

The aggressive expansion into sports sponsorship forms part of Generali’s strategy to drive its core insurance business, engage large audiences and incentivize healthy, active lifestyles around the world.