​AC Milan are understood to have agreed to extend their sponsorship deal with airline Emirates, but their recent struggles have forced them to accept lower terms.


Once seen as a global superpower, Milan have endured a challenging few years and no longer boast that reputation. I Rossoneri have not played Champions League football since 2014, and given they currently find themselves 11th in the Serie A standings, that drought does not look like ending any time soon.

FC Internazionale v AC Milan - Serie A

As a result of their struggles, ​Milan are no longer able to command the kind of money which they once were, and ​Gazzetta dello Sport note that they have been forced to accept a reduced deal to retain Emirates as their sponsor.


Their current €14m-a-year deal will run out at the end of the season, when a new €10m-a-year contract will commence.


By contrast, French side Lyon recently penned a €20m deal with Emirates, with their regular appearances in European competition clearly working in their favour.

FBL-FRA-CUP-LYON-MARSEILLE

Rivals ​Inter are also thought to be looking for a new sponsorship deal worth at least €25m, but their involvement in both the ​Champions League and the ​Serie A title race will make it far easier for them to get that kind of money.


It has been suggested that Milan have accepted a smaller deal because Emirates are also discussing buying the naming rights to the club's new stadium, but that is not thought to be the case here.

FBL-ITA-CUP-AC MILAN-JUVENTUS

Instead, it seems like Milan's struggles have simply gone on for too long. While they remain a well-recognised brand, it is no secret that being associated with Milan does not carry the weight it once did.


Stefano Pioli's side have fallen well behind the likes of ​Juventus, Inter and Lazio - all of whom are over 20 points clear of Milan - and there does not appear to be a plan to help get them back among Italy's elite.


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