You don't think like that because you are not responsible for multi billion dollars business on the global scale, and when you do, you would have done the same..
Don't like it? Well just blame capitalism and globalization for that.
Upon further googling I've found that the deal was struck in 2008 and was a 12 year deal. I maybe wrong. Seems like a bargain for the SportFive group since it is rumored that they have those mentioned years to find a sponsor and then after signing the sponsor onto the stadium they get 5 years of that. So theoretically it might be 16-17 year deal if they wait until the last minute to find a company. Which why wouldn't they. The Juve brand has grown immensely since the completion of the stadium and keeps going up in value. They struck a bargain of a deal when we were financially weaker.