BStadium has become a behind-the-scenes engine for fan experiences at Inter Milan’s home linking technology, tourism and new revenue at a stadium in transition.

What BStadium Actually Does At San Siro

BStadium is a Spanish-born “experiences operator” that designs, markets and runs immersive activities around football venues: interactive tours, locker-room walk-throughs, pitch-side photo moments, mixed-reality and AI-assisted content, and curated meet-and-greets.

After scaling across Spain with agreements at 24 clubs, the company went international in 2025 and added the San Siro to its client roster.

Their business model is deliberately turnkey for clubs: BStadium packages the product, staff, and operates it, and then splits revenues with the host, typically on a 50-50 basis.

That proposition sits alongside the stadium’s official museum and guided tour, where visitors can enter the dressing rooms, walk the tunnel and reach pitch-side vantage points, by layering storytelling, interactivity and on-site curation rather than replacing what’s already working.

BStadium’s growth figures help explain why this partnership is timely. The company reported €1.6 million in revenue in 2024 with a positive operating result and projected it would pass €2 million in 2025 as it expanded beyond Spain.

Plans included opening offices in Milan and London to support new clients, among them San Siro, Manchester City, and Olympique de Marseille. The playbook is simple: use AR/VR and AI to “reach the fan’s heart.”

These resources had already impacted other industries majorly and impacted the immersion of their followers, such as in online casino live tables. The feeling of being there it’s a plus for the casino field, but can enhance the experience of visitors in idle hours as well, allowing fans to experience historic games in first person… a few years later.

Why Inter Milan benefits Now & In She stadium’s Next Chapter

The relationship arrives at a pivotal moment for Milanese football. On November 5, 2025, Inter and AC Milan completed the acquisition of San Siro and surrounding land, an important step toward a 71,500- seat replacement designed by Foster + Partners and MANICA as part of a broader regeneration plan.

In the meantime, both teams have a multi-year window in which high-margin, low-capex experiences can deepen engagement and add incremental income for both teams. 

For Inter Milan supporters, the relationship of the club with BStadium has an extra value: visitors can now step through player areas, walk the mixed zone and tunnel, take photos by the benches and stitch those moments into interactive narratives that feel personal and shareable.

That complements the official tour and museum San Siro already offers and gives tourists and nerazzurri fans a reason to visit the stadium outside matchdays. 

Looking ahead, BStadium’s roadmap, VR viewing from home that simulates a seat in the bowl; plus modular activations around tent-pole events, can help bridge the gap between the present and future homes of Inter. The transition period becomes a laboratory: pilot content formats, test queue-flow and retail adjacencies, and carry proven playbooks into a purpose-built, digitally enabled stadium once it opens.

Read this way, the relationship between BStadium and Inter Milan’s stadium is not merely about selling more tours; it is about prototyping the next chapter of the Inter fan journey and monetizing it long before the first brick of the new arena is laid.