The "Gazzetta dello Sport" deals with an aspect that Inter and Milan aim to exploit in the new San Siro: the naming rights.
POTENTIAL TREASURE – There is a treasure that lies between tribunes and playgrounds of half of Europe, is that of the rights of sponsorship of the stadiums, the so-called naming rights. To baptize plants with the name of a brand could solve many club cash problems, but few have developed this solution. This is supported by a study carried out by Duff & Phelps, a US consulting firm that considered 98 teams from the top five continental championships, and among them six from the A series. According to the study, 73% of clubs "do not value their income streams at maximum of their potential, we believe that it is possible to generate significant revenues by securing stadium sponsorship agreements ". At the top of the ranking of the estimate of naming rights are Barcelona and Real Madrid, rulers of the Spanish Liga and European football. Naming rights, according to the study, would be worth 36.5 million euros a year for both. The two Manchester clubs follow: the United with an estimate of 30.5 million and the City with 25 million; in fifth place a German, Bayern Monaco, which stops at 20.4 million. The first Italian company is as expected Juventus, but we find it in tenth place – despite being already the owner of a sponsored plant – with potential revenues of 18 million per season, against 6.25 deriving from the current contract that will expire in 2023. Inter and Milan follow (four positions later): the potential naming rights are worth 9.2 million for both, a figure that would rise with the construction of the new San Siro. Better than a new stadium was it shared or not. A figure that in the feasibility study prepared by the two clubs is estimated, instead, at 13.8 million in total. "A proprietary plant can allow ample returns – explains Enrico Rovere, managing director of Duff & Phelps – And take into account the fact that the more a stadium is historical and less known, the less exploitable it is. Forgetting the current name is not easy: an example of a school in this sense is the Old Trafford ». The Milanese have the best prospects for revenue growth, according to the report: «The sponsor pays to link the brand to the club, to its visibility, not to the plant. Although to the great value of the sports image of Inter and Milan, today a little lapsed, here we would add that of a city perceived among the most growing in Europe ». A double potential, that of clubs and that of Milan, not indifferent. "And so far unexpressed – says Massimo Campioli, CFO of MI Stadium -. It is necessary the authorization of the Municipality to exploit the name of San Siro and it is necessary to find a sponsor that goes well both to Inter and to Milan, without being in conflict with those who already have. Not a simple thing: it is one of the few reasons why having two stages would make sense ".
POTENTIAL TO EXPLOIT – The other Italians monitored are Rome (6.35 million at potential season), Naples (2.70) and Lazio (1.95). The sponsorship of the six Serie A stadiums, that is, could yield a total of about 40 million per season, but the structural limit of the ownership of the plants remains, almost always public. Of the 16 Champions clubs examined, however, only six have naming rights agreements: Atletico Madrid, Borussia D., Schalke 04, City, Bayern and Juventus, the latter both with the German insurance group Allianz which today sponsors another 5 plants on three continents. Surprisingly in Europe the most mature name rights market is Germany, with over 80% of the Bundesliga stadiums sponsored. The Premier League, second, is only 30%; Ligue1 and A stand at 10%, while La Liga even stops at 5%. Here it is to be specified that the study is based on 2018-19 data and therefore does not take into account the Gewiss Stadium in Bergamo, whose contract was signed on 1 July nor the Mapei Stadium considered an intra-group transaction.
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