B Stadium will be the engine behind the scenes for the fan experience at Inter Milan’s home ground, linking technology, tourism and new revenue at a stadium in transition.
What B Stadium actually does at San Siro
BStadium is a Spanish-born ‘experience operator’ that designs, markets and operates immersive activities around football venues, including interactive tours, locker room walkthroughs, pitchside photo ops, mixed reality and AI-assisted content, and curated meet-and-greets.
After expanding across Spain by signing deals with 24 clubs, the company expanded into international operations in 2025, adding San Siro to its client roster.
Their business model is intentionally turnkey for clubs. BStadium packages the product, staffs it, operates it, and splits the revenue with the host, usually 50/50.
The proposal sits alongside the stadium’s official museum and guided tours, and rather than replacing what’s already working, it layers on storytelling, interactivity and on-site curation, allowing visitors to enter the locker rooms, walk through the tunnel and reach pitchside vantage points.
Bstadium’s growth rate helps explain why this partnership is timely. The company reported revenue of 1.6 million euros in 2024 due to strong operating results, and expected to exceed 2 million euros in 2025 as it expands beyond Spain.
Plans included opening offices in Milan and London to support new clients such as San Siro, Manchester City and Olympique de Marseille. The strategy is simple. It uses AR/VR and AI to “reach the hearts of fans.”
These resources are already having a huge impact on other industries and their fan immersion. online casino live table. That feeling be there While this is a plus for the casino sector, it can also improve the visitor experience during idle time, allowing fans to experience historic games from a first-person perspective…years from now.
Why Inter Milan will benefit now and in the next chapter of the Sea Stadium
This relationship comes at a pivotal moment for Milanese football. On November 5, 2025, Inter and AC Milan completed the acquisition of San Siro and the surrounding land. This is a significant step towards the 71,500 replacement seats designed by Foster & Partners and MANICA as part of a wider regeneration plan.
In the meantime, both teams have a multi-year window in which high-margin, low-capex experience could deepen engagement and increase revenue for both teams.
For Inter Milan supporters, the club’s relationship with the B Stadium has special value. Visitors can walk through the player area, walk through the mixed zone and tunnel, take photos by the benches, and stitch those moments into an interactive story that feels personal and shareable.
This complements the official tours and museums that San Siro already offers and offers to tourists. Nerazzurri It gives fans a reason to visit the stadium other than on game days.
Looking ahead, a roadmap for BStadium, VR viewing from home that simulates bowl seating; Additionally, modular activations centered around large-scale events will help bridge the gap between Intel’s current and future locations. The transition period will be a laboratory to pilot content formats, test queue flow and retail adjacencies, and implement proven playbooks into a purpose-built, digital-enabled stadium once open.
Read this way, the relationship between BStadium and Inter Milan’s stadium goes beyond simply increasing tour sales. It’s about prototyping the next chapter of Inter fans’ journey and monetizing it long before the first brick of the new arena is laid.
