Maybe this is the answer?
Commercial revenue is not bad at €34 million, only behind the big five clubs. Even if the once-off €5 million payment for the image archive is excluded, this would still have grown nearly 20% from €24 million last year to €29 million. This is even more impressive, as Lazio have gone without a shirt sponsor for four years.
The last main sponsor, INA Assitalia (an insurance company) paid them €2.6 million in 2007, but other clubs now have much higher deals: Milan – Emirates €12 million, Inter – Pirelli €11.6 million, Juventus – BetClic €8 million, Napoli – Lete €5.5 million, Roma – Wind €5 million and Fiorentina – Mazda €4 million. Instead,
Lazio have done a deal with UNICEF, where they pay the charity, much like the arrangement that Barcelona had until last season.
http://swissramble.blogspot.com/2011/09/can-lazio-achieve-success-on-cheap.html