Arena Fonte Nova will have a new name from the 2024 season onwards. With the end of the previous contract, a naming rights agreement was signed with Casa de Apostas, a company in the betting sector, which stands out as the first major Brazilian brand in the segment. The arena will be renamed “Casa de Apostas Arena Fonte Nova”, starting in the first quarter of this year.
The signed contract is valid for four years and the agreement covers compensation for all football matches and shows held at the venue. The value of properties sold at Arena Fonte Nova, including naming rights with Casa de Apostas, sector rights and supply, with other commercial partners, will be R$13 million annually. In other words, in four years, the amount raised through these properties would be approximately R$52 million.
Itaipava, a brand from Grupo Petrópolis, which gave Fonte Nova its name over the last 10 years, will continue as a strategic partner of Casa de Apostas Arena Fonte Nova. The agreement will be maintained, which includes the exclusive supply of beers and energy drinks belonging to the Group. In addition, sponsorship of Camarote Itaipava and the brands’ bars and exhibition spaces will continue, with experience activations at events held there.
This is another milestone for Casa de Apostas Arena Fonte Nova, which a decade ago became a reference as one of the main structures for sporting events and entertainment in Brazil. The Arena is a leisure center that boosts business in the capital of Bahia and works directly to promote the main sectors of the economy in Salvador, such as the hotel chain, travel agencies, bars and restaurants.
“It is a great satisfaction for us to sign this pioneering and historic agreement, to give a name to one of the main arenas in Brazil, which hosts events of global reach. This is an action of great magnitude and one that we hope will yield good results for us, for Casa de Apostas Arena Fonte Nova, and mainly for the public”, concludes Anderson Nunes, head of business at Casa de Apostas.
