Italy: Mediaset Premium acquires the naming rights to the San Siro metro station in Milan

Mediaset Premium, a pay-TV subsidiary of the Italian audiovisual group Mediaset, has acquired the naming rights to the metro station for the Stadio Giuseppe Meazza (or the "San Siro", 80,018 seats) in Milan (ITA) on 24/04/2015. This station, on Line 5 of the Metropolitana di Milano, was officially opened to the public on 29/04/2015.

The station is now officially called "San Siro Stadio Mediaset Premium". The contract is €180,000 for one year, until May 2016. A clause allows the broadcaster to extend the agreement for another 12 months under the same conditions. Furthermore, the Mediaset brand has exclusive space inside and outside of the station. The Milan City Council had entrusted the task of finding financial partners for the stations of the Lilac Line to M5 Spa, the operating company of the Milan metro.

"With this system of private funding, we receive valuable resources that will be allocated to public transport, without having to resort to municipal finance. I am sure that we receive other proposals to sponsor other stations," said Pierfrancesco Maran, assistant for mobility…