Thirty million per season until 30 June 2028. This is the economic impact of the new agreement between Milan and Puma for the technical sponsorship of the shirts of the Italian champions. An agreement that guarantees the Rossoneri club a doubling of the revenue to this item, guaranteeing a jump to second place in Italy behind only Juventus with Adidas (51 million a year). In this way, AC Milan is placed in a second-tier European bracket where Liverpool and Tottenham (35 million) gravitate, definitely behind the giants currently unreachable such as Real Madrid, Barcelona and Manchester United, respectively in the first three places among 120, 105 and 87 million.
But there is also more in this contract announced today by Milan. And it is the prediction of the naming right on the AC Milan sports center. But not Milanello as it would have been easier to imagine. But the Vismara Center on the outskirts of Milan, where the women’s team and the boys of the youth sector train. Under this agreement it will be called ‘Puma House of Football’. Investments are planned dedicated to the promises of the future and to the women’s sector: changing rooms, fields, stands and gyms will be progressively renewed. It is a very strong signal on the direction of development of football and on what the big clubs are becoming. A mixture of the results of the field to be improved, economic revenues to multiply, but also values to be conveyed on a social level. This is why Puma has decided to focus on Vismara rather than on Milanello (talks are underway with other Rossoneri sponsors for the center of the first team, but not yet at an advanced stage).
In this way, Milan reaped the fruits of the ‘reputational’ work carried out in recent years by the managing director Ivan Gazidis, very attentive to the creation of a Rossoneri brand with a cosmopolitan imprint and respectful of diversity with a particular eye on the women’s movement. An indispensable step in every economic sector, but not yet so advanced in football. “We are thrilled to begin a new chapter of this partnership, which will have a strong focus on developing women’s football and the next generation of talent, both goals aligned with our vision for the club,” explains Gazidis. With such a strong result from an economic point of view, it will be easier for everyone to understand what logic a football manager must follow in order to improve results on the pitch.