Grupo Petropolis lands second World Cup naming rights deal

Grupo Petrópolis has secured a 10-year naming rights deal for 2014 World Cup venue, Recife’s Arena Pernambuco.

Brewing giant Grupo Petrópolis has secured its second naming rights deal for Brazil’s new 2014 Fifa World Cup venues after agreeing a 10-year contract for Recife’s Arena Pernambuco.

The agreement, which was formally announced on Monday, has been drawn up on the same lines struck for Salvador’s Arena Fonte Nova, whose deal was sealed last month. Petrópolis will invest R$10m (€3.8m/$4.97m) per year for its beer brand Itaipava to associate its name with the stadium.

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.

Douglas Costa, director of marketing for Grupo Petrópolis, said: “As a 100% Brazilian company, we want to help professionalise 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. Even for the objectives of the brand in the region, the investment will be efficient only if the stadium is well used, which directly benefits football in the north east. This is why we’re making these investments.”

Located 19km from the centre of Recife, the 46,000-capacity Arena Pernambuco was officially opened on Monday