Serie A clubs had a combined 25.6 million fans in Italy during the 2025/26 season, broadly stable compared with the previous campaign, according to the 26th edition of the Sponsor Value research conducted by StageUp in partnership with Ipsos Doxa.
The figure represents 87.2% of people interested in Serie A and 68.5% of Italy’s total population, underlining the league’s continued importance as a cultural and commercial force in the country.
The research shows that Serie A’s fan base remains relatively balanced by gender, with men accounting for 55% and women 45%. The largest age group is 35-54, representing 47% of supporters, while under-24s account for 16%.
Geographically, Southern Italy and the islands account for the largest share of supporters at 39%, followed by the north-west at 26%. Economically, 59% of fans belong to the middle class.
Juventus remains No. 1, but Inter and Milan gain ground
Juventus remains Italy’s most-supported club, with 7.741 million fans, although its fan base declined by 1.6% year-on-year.
Inter ranks second with 4.275 million supporters, up 2.3%, while Milan is third with 3.976 million, an increase of 4.2%.
Napoli follows in fourth place with 3.079 million fans, up 1.4%, while Roma completes the top five with 1.79 million, down 0.7%.
| Club | 2025/26 fans | Change |
|---|---|---|
| Juventus | 7.741m | -1.6% |
| Inter | 4.275m | +2.3% |
| Milan | 3.976m | +4.2% |
| Napoli | 3.079m | +1.4% |
| Roma | 1.790m | -0.7% |
| Fiorentina | 655k | -6.6% |
| Cagliari | 642k | +10.1% |
| Lazio | 633k | -2.5% |
| Atalanta | 419k | +0.9% |
| Torino | 415k | +1.5% |
One of the strongest stories outside the traditional giants is Cagliari, whose fan base increased by 10.1% to 642,000. Parma (+9.5%), Lecce (+4.1%), Udinese (+3.1%) and Como (+2.2%) also recorded above-average growth.
The research attributes these increases not only to sporting performance but also to stronger club identities, ambitious projects and narratives that extend beyond the pitch.
Fan base translates directly into commercial value
StageUp president Giovanni Palazzi said the size of a club’s fan base has a direct impact on its commercial potential.
A larger supporter base can strengthen clubs’ negotiating position with sponsors, increase their attractiveness to investors and generate additional revenues through merchandising, memberships and digital content.
According to StageUp, better commercial exploitation of club-sponsor relationships could generate more than €60 million in additional sponsorship revenues across Serie A, equivalent to around 10% of the league’s current sponsorship turnover.
The findings highlight how fan engagement is increasingly becoming a measurable financial asset rather than simply a measure of popularity.
For Serie A, the challenge is therefore not only to maintain its 25.6 million domestic supporters, but to convert that enormous audience into greater sponsorship, media, merchandising and investment value.