August 15 – Brazilian club Santos has sold the naming rights of its stadium to a financial investment company, transforming the Vila Belmiro into the Vila Viva Sorte.
The ten-year deal between Santos, the club of the late great Pelé, and Viva Sorte is reportedly worth RS15 million ($2.7 million) on an annual basis and will be signed later this week after the club approved the agreement at a director’s meeting. Club president Marcelo Teixeira has not yet commented.
Last season, Santos were relegated to the second division for the first time in their 111-year history after losing to Fortaleza on the final day of the campaign. Their defeat in combination with Serginho’s late goal for Vasco da Gama against Bragantino ensured that the Rio club, owned by 777, remained in the Serie A.
The drop further compounded the Santos’ finances with debts now having passed RS600 million ($110 millions), up from RS578 million under the previous administration of club chairman Andres Rueda.
With the sale of the naming rights, the current administration is seeking to generate more revenue, in addition to a drive for more membership and the transfer of players.
The seaside club remains Brazil’s most iconic football team after gaining international recognition in the 1960s due to Pelé’s presence. With him, they won the Copa Libertadores twice and embarked on global tours, participating in tournaments and exhibition matches that further cemented their status worldwide.
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