The March derby may not have gone how Inter Milan fans hoped, with AC Milan wingback Pervis Estupiñán’s 35th-minute strike deciding the game.

But one aspect of the match has appeared in the headlines more than game performances. 

Even before the day of the game, record ticket sales had been reported for the derby match. A combination of demand and ticket prices meant that it would set a new record for Serie A in terms of ticket revenue. The final revenue from the match far exceeded the previous revenue record, with the 75,00 capacity San Siro stadium selling out. 

While it was a huge fixture in the Serie A calendar, increased fan engagement from the clubs has also been cited as a reason for the sizeable revenues of the match.

What Is Inter’s INTERISTA Loyalty Programme? 

Many have cited engagement programmes from the Serie A clubs as a factor in the figures from March. Predominantly, Inter launched a loyalty scheme in June 2025, named the INTERISTA scheme. 

The promotion scheme follows a similar template to well-known promotions like a no-deposit bonus casino. Here, just signing up gets players free spins. From there, a deposit gets another 50, and there is a daily free spin on mini-games, acting as a gamified engagement technique. 

The INTERISTA fan loyalty scheme uses a gamified structure, with scalable tiers that fans progress through by completing everyday actions like purchases, as well as interactive challenges, contests, and in-app games. The scheme is available to join for free.

Supporters earn virtual currency and unlock badges by completing missions, adding a competitive layer to the experience. Each tier unlocks exclusive perks ahead of the season, creating an engagement system that blends fan loyalty with gamified progression. 

Interest from Inter fans was evident, with over 250,000 sign-ups reported by the club. 

Milan Vs Inter Derby Brought In €8.7 Million

The Milan Derby in March 2026 reportedly brought in €8.7 million, setting a new Serie A record for a single match. Being an AC Milan home game, much of the emphasis was on their sell-out crowd.

However, it was also down to Inter fans to pack out the away stand and help to generate even more cash at the San Siro. The plans going forward over the next few years, however, may mean a closing window to beat these records.

Ticket prices will continue to rise, particularly if dynamic pricing continues to be implemented by the clubs. Yet, the new San Siro being built will have a huge gap to overcome as a mere 71,500-seater.

Right now, Italy’s most famous stadium seats 80,018. It’s the hope of the clubs – who’ll now own the land and will be free to commercialise it as they see fit – that extra hospitality options will bolster matchday revenues instead.

The new San Siro stadium is set to open in 2030. That provides the Milan clubs another four years to meet or exceed Serie A attendance and revenue records, as they have done in the March derby. 

Once the stadium move takes place, matchday revenue may be calculated differently and ticket prices may change. The INTERESTA programme is likely to continue into the 26/27 season, though no official announcements have yet been made.