'We fell behind' – what does new San Siro deal mean for AC Milan and Inter?

BBC Sport explores the plans for AC Milan and Inter's new stadium, and how powerful naming rights for new arenas can be Why time is running out for the iconic San Siro When AC Milan and city rivals Inter jointly revealed the design of their planned new stadium on Thursday, one thing stood out in particular – the name. The 71,500-seater arena the clubs aim to share from 2031 onwards, replacing the iconic San Siro, will be called the Generali Stadium. Generali is an Italian insurance company, and the firm has agreed to pay about 650m euros (£542m) for naming rights through to 2052. The length and value of the agreement makes it one of the most lucrative naming-rights deals in sports history.

Stadium naming rights are, of course, nothing new in elite football. The champions of England and Germany both play in arenas built in the 21st century that have always been known by their sponsors' name, and plenty more stadiums across the continent have been partly financed by revenue from naming rights. But in recent years, some clubs have struggled to sell them. It was thought that both Tottenham Hotspur and West Ham would look to sell the rights to their new stadiums' names, but as yet neither have. Liverpool aimed to sell the name of a new