The Asociación Argentina de Polo (AAP) has engaged US agency Chukkers to secure the first-ever naming rights sponsor for the historic Campo Argentino de Polo.
The Buenos Aires venue, which first opened in 1928, is known as the ‘Cathedral of Polo’ and hosts the annual Campeonato Abierto Argentino de Polo showpiece event. Campo Argentino de Polo, which is owned and operated by the AAP, is the last stadium in the Argentinian capital for which naming rights are still available and a 10-year contract is being sought.
The multi-use stadium has a seating capacity of 30,000 for the main stadium, 12,000 for the second field and 65,000 for concerts. The winning bidder will be awarded four large signs – above the seating on Fields No. 1 and 2, at the entrance to the polo grounds and the entrance to parking. The sponsor will get prominence and exclusivity as there will not be any permanent signage from other commercial entities for the duration of the contract.
“Nobody woke up this morning with the idea that ‘I should buy the naming rights to a stadium in Buenos Aires’,” said Chukkers’ managing partner Kyle Carmone. “But what probably keeps them up at night is how to distinguish their marketing strategy in a sea of clutter.
“This branding opportunity is very attractive for a company to leverage its marketing efforts in Latin America and should fit seamlessly within a company’s global marketing strategy for the next 10 years and beyond.”
Chukkers, which has offices in New York and Buenos Aires, will analyse offers alongside the AAP. Bids are being accepted through to December 11, with the winning offer set to be revealed at the conclusion of this year’s Campeonato Abierto Argentino de Polo on December 14.
Main Image: AAP