Negotiation of naming rights came at an opportune time for SPFC, which has faced financial difficulties in recent years, with a debt that exceeded R$700 million at the end of 2022
The stadium, in São Paulo, had its name changed to MorumBis after the sell the naming rights to Mondelez Brasil, the company that owns the Bis chocolate brand. The agreement, valid for three years, involves a total investment of R$75 million by the chocolate manufacturer, which now has the right to name the stadium as it wishes. The naming rights negotiation came at an opportune time for SPFC, which has faced financial difficulties in recent years, with a debt that exceeded R$700 million at the end of 2022. Furthermore, in the third quarter of 2023, the club’s deficit reached R$97 million in the year. The sale of the stadium’s name became an important source of revenue for the club.
This practice of selling naming rights is not exclusive to São Paulo. Palmeiras and Corinthians also have similar agreements with the insurance company Allianz and Hypera Pharma, respectively, receiving around R$15 million per year each. The contracts last for 20 years and the Allianz Parque and Neo Química Arena stadiums were renamed in accordance with the agreements. In addition to the football clubs, Mercado Livre reached an agreement to give its name to the Pacaembu stadium, which will be called Mercado Livre Arena Pacaembu.
The investment exceeds R$1 billion and the contract will be valid for up to 30 years. The São Paulo metro also adopted the practice of selling the naming rights of some of its stations as a way of raising more resources for modernization and improvements to the lines, in addition to improving communication with users.
Published by Sarah Paula
*Report produced with the help of AI
