Unipol lands plum Forum di Milano naming deal


Forum di Milano naming rights Image: @UnipolSai_CRP on X

The Italian financial services company Unipol has entered into a strategic partnership with Forumnet – Owner and Manager of the indoor sports arena Forum di Milano in Assago, Italy.

‘unipol.it’ stated that as part of the above deal, Unipol has acquired the naming rights of the Forum di Milano as its title sponsor.

Bologna (Italy)-based Unipol is an Italian financial services holding company operating in the insurance and banking fields. As of 2009, it was ranked as Italy’s fourth-largest insurer.

The ForumNet Group was founded in 1990 and over the years it has emerged as the market leader in Italy in the organisation of live shows and in the management of multipurpose venues for music, shows and sport.

The Forum di Milano is an indoor sports arena that is located in Assago, a small town three km outside Milan, Italy. The arena has a seating capacity of 15,800 and is primarily used for basketball, ice hockey, tennis, and live concerts.

The Pallacanestro Olimpia Milano, commonly known as the Olimpia Milano or as EA7 Emporio Armani Milan after its title sponsor, is an LBA Italian professional basketball team based in Milan, Italy. The Forum di Milano serves as their residence.

The Lega Basket Serie A (LBA) is a professional men’s club basketball league that has been organized in Italy since 1920. The LBA is organized by the Lega Basket, which is regulated by the Italian Basketball Federation (FIP – the governing body of basketball in Italy). It is the highest-tier level of the Italian league system.

‘unipol.it’ further stated that the iconic Milan arena will be called Unipol Forum in accordance with a long-term agreement starting from May 2024 and lasting till December 2026, with the option to extend the contract for another year until the end of 2027.

This title sponsorship with one of the most significant music and sporting entertainment venues in Italy – and part of the prestigious European Arenas Association (EAA) – will help Unipol to consolidate both its brand position and active presence in Milan and complement its long-term sponsorship of the 11,000-capacity Unipol Arena in Casalecchio di Reno, Bologna, Italy.

Once it acquires the image and hospitality rights as per the above deal struck, the Unipol Forum brand name will feature both in the inside and outside spaces of the arena in May and June.

Rotterdam (Netherlands)-based the European Arenas Association (EAA) is a group of indoor arenas located in Europe with a range of event hosting experiences, including concerts, entertainment productions and sporting and corporate events. As of 2024, it is made up of 38 member-arenas and arena-clusters from 19 countries.

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