Revenues, activities, marketing: this is how the triumph makes the club grow. And from ThuLa to Calhanoglu, the values of the cards skyrocket
In this city still painted black and blue, it would be enough to raise your nose to notice the hurricane that has just passed: flags flying, stars hanging on the walls, drapes as large as buildings. And the LEDs of the official advertising campaign remind everyone that Inter’s stars have now become two. That ocean of passion that has just celebrated the scudetto fills the hearts of the new Italian champions, but above all it makes the club’s accounts smile. The second star projects, in fact, a cone of new light on society, expands the boundaries of FC Internazionale: there is a river of money, sometimes tangible and other intangible, which is arriving or will soon arrive in Viale della Liberazione. History says that whoever wins a scudetto always increases in value and this concerns the cards of almost all of Simone Inzaghi’s squad, even if here alongside we consider only the jewels that have risen the most in a season: for the five Lautaro-Thuram- Barella-Calha-Bastoni is estimated by market operators to be approximately +150 million from September to May.
THE INDUCTED
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But there is much more to add to the dish, namely all the commercial activities that revolve around the Italian flag. Since it is a different scudetto, precisely because it is starred and historic, the Nerazzurri marketing area which is headed by the CEO. corporate Alessandro Antonello is ready to not even touch on the proceeds for the 2021 title. For example, the estimate developed by the club by putting together the prizes it will collect from sponsors and the increase (intangible by definition) of the brand amounts to around 16 million. Certainly, the global exposure of the Inter universe has been impressive in recent days: the Media House has pumped it up via social media, without underestimating Suning’s celebratory activities in China. You can bet that in some corner of the world far from Milan more than one has fallen in love with these colours. In a medium-long period, what is being sown now will be reaped: the collector’s shirt with the new star, for example, will be a matter of worship, but also watch out for the dedicated clothing line and the various initiatives that will involve the whole city from Milan. The figure that marketing expects from this varied universe of initiatives and products is as much as 50 million, of which 25 from the expected two-star uniform alone. If we then add what is already certain – 23.4 million from the League of A as a share of TV rights guaranteed to whoever wins the scudetto plus another 10 from UEFA for next season to whoever finishes first in the championship -, here is the total for Zhang’s club it almost reaches 100.
MILAN NERAZZURRA
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They call it “guerrilla marketing”, it is an “unconventional” form of advertising and post-scudetto Milan can become a case study: the “Im2stars” campaign, “I am two stars”, can be found practically everywhere, in the two stations main ones – Centrale and Garibaldi -, but also along the street around the new skyscrapers of Porta Nuova and Piazza Gae Aulenti. And then there where you don’t expect it, on the façade of the Piccolo Teatro dedicated to Strehler: it seems that the maestro, however, sympathized with Triestina. But what is surprising is what is happening in the stores: every day the most impatient fans show up to buy the shirt that will be, but they are sent back. Simple, the launch agreed with Nike will be as usual for the first friendly match of the new year. Meanwhile, the calculations on the shirt have already been made: Inter has planned a sale (only from its own channels) of 150 thousand units for the current season which will give a turnover of around 17.5 million, while for the two-star uniform in 2024 -25 the estimate is around 200 thousand units and 25 million. From Nanjing, Steven Zhang appreciates the strength of numbers, while the financing with the Pimco fund is closing: a couple of weeks will be needed to resolve the final details, therefore it will be right close to the deadline of May 20th, the last date for repaying the 385 million (including interest) owed to Oaktree.
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GROUP IN ORBIT
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Far beyond any object, what shines in the eyes of all of Inter, from its Italian soul to its Chinese one, is the champion team: rarely have we seen a group so perfectly fit together according to the CEO’s instructions. for the sporting part Beppe Marotta and second the flashes on the market of sporting director Piero Ausilio. He is happy to be together, successful and much richer than before, in the sense of the growing millions attached to their respective cards. The craftsman who assembled the clay and transformed it into art is called Simone: Inzaghi’s work has meant that Thuram, having reached zero and valued at around thirty million at the beginning, is now perfectly in line with the 85 million clause that is found. The Frenchman’s twin, captain Lautaro, already cost a fortune before, but after the best season of his life he goes even further: under 120 million, Inter would not sit at the table for Toro. Calha is now thirty years old, but he too has taken off: at the beginning of 2023-24 the value was 30, now it is at least 50. Barella and Bastoni, fine examples of Nerazzurri made in Italy, go further: 85 million for the former (+15 approximately in a year) and 70 for the latter (+20). They are only the five musketeers on the front line, but the growth of the various Dimarcos and Pavards should still be added. The star makes the fans dizzy and gives away millions, but the good thing is that Inzaghi’s team has their feet firmly on the ground: after the scudetto 20 they immediately want 21
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2024-05-06 06:46:36
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