Inter Milan and AC Milan share the top spot in Serie A’s shirt sponsorship revenue table, but the gap between the division’s biggest clubs and the rest remains glaring and the commercial silence for one is deafening.
According to reports collected by CalcioMercato, the two Milan clubs currently receive €30 million per season from their respective kit partners.
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Inter receive a fee from Bettson, whose logo is displayed on the shirt as “Bettson.sport”, a workaround required by Italian law prohibiting direct betting sponsorships.
Milan’s contract with Emirates this season is of the same value, although a recently signed extension will increase it to €35 million starting in the 2026/27 season.
ROME, ITALY – MARCH 15: Lazio’s Daniel Maldini plays during the Serie A match between Lazio and AC Milan at the Stadio Olimpico on March 15, 2026 in Rome, Italy. (Photo by Marco Rosi – SS Lazio/Getty Images)
Serie A shirt sponsors: Juventus, Napoli and Roma rise, Lazio has no sponsor
At the same time, Juventus’ commercial revenue in this area has fallen sharply.
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Save the Children has no financial value during a full season without a shirt sponsor and the club has put the jeep back on the shirt, but through an internal Exor arrangement it is worth just €19m this season, rising to €23m next year.
This is a far cry from the 45 million euros that were spent at the peak of Jeep trading. Napoli’s contract with MSC Crociere is worth €9 million this season and will increase in the coming seasons.
Roma have just launched their own new shirt partner Eurobet.live, another betting-related solution worth €8 million this season and €13 million next season.
However, across the city, Lazio remain the only club in Serie A without a shirt sponsor, with Claudio Lotito yet to agree any commercial partnership for the kit.
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Some of the highest profile figures have come from family clubs with in-house sponsorship arrangements. Fiorentina received €25m from Mediacom, a company linked to the family of the late Rocco Commisso, while Sassuolo’s deal with Mapei was worth €18m.
At the other end of the scale, the numbers are much smaller. Bologna received 3 million euros from owner Joey Saputo’s company, Atalanta received 5 million euros from Leite and Cagliari received 3.6 million euros from the local government of Sardinia.
Turin (Suzuki, 2.35 million euros), Parma (Prometeon, 1.5 million euros), Udinese (Friuli Venezia Giulia, 1.5 million euros) and Genoa (Pulsee, 1.2 million euros) follow, with Verona, Lecce and Como all at 1 million euros.
Pisa came last with a price tag of €700,000, with Cetilar also sponsoring the stadium.