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SBD Global/March 20, 2013/Marketing and Sponsorship

World Cup Venue Agrees To Short-Term Naming Rights Deal With Beermaker Itaipava

One year after long discussions to allow alcoholic beverages to be sold in World Cup stadiums, one of the 12 arenas for the event "is due to receive the name of a beer brand," according to Nelson Barros Neto of FOLHA DE S. PAULO. The Arena Fonte Nova in Salvador, Brazil, will be renamed after beer brand Itaipava. The stadium, which will be inaugurated in April, will be renamed the Itaipava Arena Fonte Nova. The deal, worth an estimated R$10M ($5M), "will only be valid through May 29." After that date, FIFA takes over the control of the Confederations Cup stadiums for the tournament. FIFA is sponsored by Budweiser "and does not allow advertising from competitors of its sponsors during its events." Itaipava's short-term naming rights deal has the objective of "increasing the brand's exposure in the state" of Bahia. The Bahia government revealed the negotiations "are just about done" (FOLHA DE S. PAULO, 3/17).
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