January 3 – Brazil’s São Paulo has closed a R$ 25 million ($5 million) a year naming rights deal with confectionery giant Mondelez and its BIS chocolate brand.
The three-year deal will see the Morumbi stadium renamed the MorumBIS, and is a record for a Brazilian club.
Mondelez Brasil marketing director Fabíola Menezes, said the stadium naming rights were attractive because it hosted not only big football matches but also major music events.
Stadium naming rights have been a fast growing commercial opportunity in the Brazilian market.
The Sao Paulo deal beats the Allianz Parque (Palmeiras) deal of R$ 15 million per year; Corinthians’ Neo Química Arena R$ 15 million per year deal; and Athletico-PR’s R$ 13.3 million per year deal for the Ligga Arena (a 15-year deal for R$200 million).
Atlético-MG secured a R$71.8 million 10-year deal in 2021 with MRV&CO, in effect since 2021, that saw the Minas Gerais club advanced a credit of R$ 42.5 million in order to complete it new stadium in Belo Horizonte.
Campeonato rivals Bahia has also secured a stadium naming rights sponsor with a four-year deal from 2024 to 2027 for the Casa de Apostas Arena Fonte Nova.
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