Market Livre buys ‘naming rights’ from Pacaembu – 01/31/2024 – Sports

Market Livre, an e-commerce company, and Allegra Pacaembu, concessionaire of the Pacaembu municipal stadium, announced this Wednesday (31) a “naming rights” agreement. The traditional football stage in São Paulo is now called Market Livre Arena Pacaembu.

According to Fernando Yunes, senior vice-president and leader of Market Livre in Brazil, “the investment exceeds R$1 billion, and is a contract lasting up to 30 years”. In practice, he explained, without giving details about the annual values, “there are five years, always renewable for another five, but with the intention of making the contract reach 30 years”.

Transferred to the private sector at the beginning of 2020, the stadium has been under construction since 2021. The plan was to reopen during the final of the São Paulo Junior Cup, traditionally held at the venue on the anniversary of the capital of São Paulo, on January 25th. There was a delay, however, and the new schedule indicates full public release in the middle of the year.

When the Market Livre Arena Pacaembu opens, the toboggan will no longer exist, the grandstand that was positioned behind the goal opposite the main gate and has been demolished. A multipurpose building is being built in its place, which will have a hotel, convention center, shops and restaurants, with product names linked to Market Livre – the convention center will be the Market Pago Hall.

The facade of the arena, however, will continue to display the inscription “Estadio Municipal Paulo Machado de Carvalho” – the name the field received in 1961, in honor of the journalist who led the Brazilian delegation in winning the 1958 World Cup. listed by Condephaat (Council for the Defense of Historical Archaeological, Artistic and Tourist Heritage).

“We have total respect for the historical heritage. The naming rights were already foreseen when the concession was made, and the facade with the stadium’s name will be maintained, while the Market Livre brand will be displayed in more than 70 points in the complex”, said Eduardo Barella , CEO of Allegra Pacaembu.

“It’s a really special moment for us and for Pacaembu”, added the dealership executive. “Since we started everything, back in 2021, we have invested more than R$600 million. We are generating 3,000 direct and indirect jobs. And we hope this impact will be even greater.”

It will be a new phase of Pacaembu, opened in 1940, in a double round accompanied by president Getúlio Vargas: Palestra Itália scored 6-2 at Coritiba, and Corinthians defeated Atlético Mineiro 4-2. Ten years later, the field hosted six World Cup matches, one of which was Brazil’s 2-2 draw with Switzerland.

Over more than 80 years, there have been many remarkable journeys, especially for the four main clubs in the state of São Paulo. Corinthians, which only opened its stadium in Itaquera in 2014, got used to calling the place home and won one of its greatest titles there, the 2012 Copa Libertadores.

Now, according to Barella, several teams have expressed interest in playing at Market Livre Arena Pacaembu. The Allegra executive mentioned São Paulo, Santos and Cruzeiro and stated that he is talking to directors of other clubs about how to use the stadium, which, without the slide, will have capacity for 26 thousand spectators.