Global youth enhancement company Jeunesse has taken on naming rights to a Rio de Janeiro arena that hosted gymnastics events during the Brazilian city’s staging of the summer Olympic Games last year.
The three-year agreement runs until 2020 and renames the 19,000-capacity facility as the Jeunesse Arena. Jeunesse replaces financial services company HSBC as the arena’s naming-rights partner.
As well as naming rights, the agreement grants Jeunesse external and internal brand activation opportunities such as building signage and advertising space.
An official Jeunesse shop will also be opened on-site, while the company will be granted a private-branded suite, electronic scoreboard advertising and street signage in the surrounding area.
Scott Lewis, Jeunesse’s chief visionary officer, said: “We are honoured Jeunesse will now have a presence in a place where hundreds of thousands of people gather annually to celebrate life through culture, sports and music. The Jeunesse Arena will be a fitting symbol of the hard work and success of our Jeunesse family in building our brand in Brazil and throughout Latin America.”
A grand opening event to mark Jeunesse’s naming-rights deal is scheduled for April 7, marking the first anniversary of the company’s presence in Brazil, its fastest-growing market in 2016.
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