Italian football fan and brand value trends

Recent research indicates a shift in the landscape of Italian football regarding fan numbers and brand value. Data from the 2025/26 Sponsor Value research, conducted by StageUp in partnership with Ipsos Doxa, shows that Serie A fandom remains stable at 25.6 million supporters, representing 68.5% of the national population.

Juventus remains the most supported club in Italy with 7.741 million fans, though it has experienced a 1.6% decrease for the second consecutive year. Inter Milan and AC Milan have seen growth in their fanbases, with Inter holding second place at 4.275 million fans (+2.3%) and AC Milan at 3.976 million (+4.2%). Napoli has also grown, reaching 3.079 million supporters (+1.4%) to secure fourth place. The fan demographic is increasingly balanced by gender, with men comprising 55% and women 45%. The largest age group is between 35 and 54 years old (47%), while those under 24 make up 16%. Geographically, 39% of supporters are located in Southern Italy and the Islands, and 26% are in the Northwest.

Following these trends in popularity, brand valuation reports show a change in economic leadership. According to the Brand Finance Football 50 report, Inter Milan has become Italy’s most valuable football brand, with its value increasing by 22% to 585 million euros. AC Milan follows in second place with a brand value of 514 million euros, marking a 28% increase and representing the fastest brand growth globally over the last five years.

In contrast, Juventus has dropped to third place in brand value, seeing a 17% decrease to 419 million euros, attributed to a sixth-place league finish and an exit from the Champions League group stages. While Juventus maintains the highest Brand Strength Index in Italy at 78.5, Inter and Milan have surpassed them in reputation and management perception.