Forward Alessandro Matri has transferred from Juventus to Serie A title rivals Milan in an unpopular move among Rossoneri fans.

The move was announced on Milan's TV station late Thursday, with the transfer price reportedly 11 million euros ($14.6 million).

During Wednesday's Champions League playoff with PSV Eindhoven, which Milan won, a fan banner read "Matri: no thanks! A defense and midfield to strengthen, there's nothing else to think about."

However, Milan management apparently thought otherwise and added another forward to complement Mario Balotelli and Stephan El Shaarawy.

The 29-year-old Matri scored 27 goals in 69 Serie A matches for Juventus over the past 3 1/2 seasons.

He began his career with Milan, having gone through the Rossoneri's youth system, and made his Serie A debut with the club a decade ago.