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SBD Global/May 22, 2013/Facilities

Grupo Petrópolis Secures Naming Rights With Football Stadium In Recife, Brazil

Brazil's Arena Pernambuco has teamed with brewer Grupo Petrópolis in a new naming-rights deal.
Recife, Brazil's Arena Pernambuco "has become the second 2014 FIFA World Cup venue to secure a naming rights partner" after brewing company Grupo Petrópolis followed up its contract with Salvador’s Arena Fonte Nova, according to SOCCEREX. The agreement, which was formally announced on Monday, "has been drawn up on the same lines" as that struck for Arena Fonte Nova, which had a deal sealed last month. Petrópolis will invest 10M reais ($4.9M) per year over the next 10 years for its beer brand Itaipava to adorn Arena Pernambuco. 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. Petrópolis Marketing Dir Douglas Costa said, “As a 100% Brazilian company, we want to help professionalize 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" (SOCCEREX, 5/21). ESPORTE BRASIL reported the company will have the right to use 60% of the stadium's internal space and 100% of the exterior for advertising. Grupo Petrópolis is in the process of expanding in the region after acquiring rights to Salvador's Arena Fonte Nova (ESPORTE BRASIL, 5/20). 

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