MILAN – Inter is now American and China disappears from everything Nerazzurri. Sports center included. The one that everyone has always called “Pinetina“, which in the early 2000s was titled, quite rightly, ad Angelo Moratti (which that center had built in the 1960s), until a few days ago bore the name of Suningthe company of Zhang family, now former owner of the Nerazzurri club. Soon she may be entitled to Bper, the banking group who is closing negotiations with Inter to put his name on the structure where the Italian champions train and prepare for matches.
Figures in free fall
What is surprising, however, are the numbers: because Suning, in 2016, had signed a contract from 16.5 million per year for the “naming right” of Pinetina. A contract which, through various bonuses, had touched the 23 million (in 2019) e it had always stood close to 20 million. Now, if the rumors prove to be correct, Bper will pay a sum of around 3 million euros per year. A truly remarkable leap backwards and, moreover, not justified by a devaluation of the Inter brand which, on the contrary, with the Champions League final last season and the twentieth championship won this year, has certainly increased brand value.
What, then, is the real value of Pinetina’s naming right? The naming right of the stadium and sports centre, for example, was (and is) one of the judicial problems that the government is facing Manchester Citybecause in UEFA regulations sponsorships coming from the property are not prohibited, but must be in line with market figures.
