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SBD Global/May 1, 2013/Marketing and Sponsorship

Allianz Opens Up Naming Rights To Fans After Sealing Palmeiras Stadium Deal

German insurance company Allianz will allow fans of Brasileiro club Palmeiras to "decide the name" of the club's new stadium, according to SOCCEREX. Allianz formalized a 20-year naming rights deal for the stadium on Monday, reportedly worth R$300M ($148.9M). Allianz has "the option of extending its association with the stadium by a further 10 years." The new 43,000-seat stadium is being developed on the site of its former home, the Estádio Palestra Itália, "which served as the club’s home ground from 1920 to 2010." Development is said to be at 63% completion, "with inauguration set for November." The Allianz deal is "set to represent the second naming-rights partnership for Brazil’s new wave of football stadia" after Salvador’s Arena Fonte Nova this month signed a 10-year deal with beer brand Itaipava. The São Paulo stadium becomes Allianz’s fifth global naming-rights partner (SOCCEREX, 4/30).

FACEBOOK VOTE: SAMBAFOOT's Paulo Freitas reported the new name "will be chosen by Palmeiras fans via a Facebook vote." The three options are: Allianz 360º, Allianz Parque and Allianz Center. The voting process will end on May 20. Palmeiras was "not allowed to make any suggestions" (SAMBAFOOT, 4/30).
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