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Italian football fan and brand value trends

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2026-08-20 21:49 UTC → 2026-08-22 07:19 UTC · added ~~removed~~

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.~~ 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. ~~Despite this decline,~~ While Juventus maintains the highest Brand Strength Index in Italy at 78.5, ~~narrowly leading~~ Inter and Milan ~~(78.4)~~ have surpassed them in reputation and ~~Inter (77.1).~~ management perception.

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