Electoral dispute in SP embarrasses Nunes’ project – 01/14/2024 – Panel SA

Aiming at the electoral campaign, the opposition attacks a project by the mayor of São Paulo, Ricardo Nunes (MDB), which aims to raise around R$20 million, allowing companies to sponsor public places, the so-called naming rights. Nunes is a pre-candidate for re-election.

Initially, there will be three sports centers: Ibirapuera Modelódromo Sports and Leisure Center, Brazil-Japan Sports and Cultural Center and the Extreme Sports Center.

The proposal foresees a five-year term for the concessions and the estimated value of the contracts combined is approximately R$20.7 million.

For the Extreme Sports Center, the expected minimum annual payment is R$1.2 million; from the Brazil-Japan Sports Center, R$907 thousand; and the Ibirapuera Modelódromo Sports and Leisure Center, R$2 million.

The resources raised must be invested in social compensation, such as improvements to spaces, holding events open to the public, organizing competitions and financial aid for athletes and teams.

The proposal was created by the City of São Paulo based on similar projects explored by the private sector.

The envelope opening session (bidding) is scheduled to take place in the first week of February.

Examples

Today, the Metro already does this, a project inspired by the Hong Kong subway. Los Angeles public transport also provides its infrastructure to announce permanent sponsors.

There are also similar projects in Dubai (United Arab Emirates) and Winnipeg (Canada).

However, the general concern about changing the names of places with historical significance or cultural identity, or trivializing sponsorship, as in the discussion regarding the São Francisco General Hospital, which was renamed Zuckerberg San Francisco General Hospital and Trauma Center”, in 2015 , after a donation of US$75 million from the CEO of the current Meta.

In the case of Nunes’ project, Psol went to court, claiming that the transfer of the name of the public space violates the Constitution.

In the petition, the party states that the commodification of public spaces would imply loss of identity and collective memory of public spaces, violating article 37 of the Magna Carta, which prohibits “institutional advertising”.

When questioned, the city of São Paulo said it would only respond to this in the process.

With Diego Felix

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