Grupo Petrópolis secures naming rights to second World Cup venue
21 May 2013
Arena Pernambuco has become the second 2014 FIFA World Cup venue to secure a naming rights partner after brewing giant Grupo Petrópolis followed up its contract with Salvador’s stadium by also landing a deal with the new facility in Recife.
The agreement, which was formally announced on Monday, has been drawn up on the same lines as that struck for Salvador’s Arena Fonte Nova, whose deal was sealed last month. Petrópolis will invest R$10 million (US$4.9 million) per year over the next 10 years for its beer brand Itaipava to adorn the stadium. However, under FIFA regulations the Itaipava Arena Pernambuco will be shorn of the brand when it hosts three group games during the forthcoming Confederations Cup and five matches during the World Cup itself.
Along with naming rights, the agreement also allows Petrópolis to sell its Itaipava and TNT energy drink products in the stadium. Douglas Costa, director of marketing for Petrópolis, said: “As a 100% Brazilian company, we want to help professionalise the management of the most popular sport in the country. This model encourages new arenas of modern management and efficiency, and promotes a different treatment for the fans. Even for the objectives of the brand in the region, the investment will be efficient only if the stadium is well used, which directly benefits football in the north east. This is why we’re making these investments.”
Located 19km from the centre of Recife, the 46,000-capacity Arena Pernambuco has cost a reported R$530 million to develop. The stadium was officially opened on Monday with a game between the workers who helped develop the facility. Campeonato Brasileiro Serie A club Náutico, which will move into its new home in July, will play a friendly game against Sporting Lisbon at the venue on Wednesday. Petrópolis is investing heavily in the local region and is currently building a factory in Itapissuma, 45km from Recife, which will open in 2014. “We are willing to do more than offer our products,” Costa added. “We want to contribute to the socioeconomic and cultural development of the region by directing our investments into the country.”