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Arena MRV engages LivePark to aid multi-purpose remit

Arena MRV, the future home of Campeonato Brasileiro Serie A football club Atlético Mineiro, has appointed LivePark to market the stadium’s commercial rights and draw up its events calendar.

With just over a year to completion, the stadium is now seeking to deliver on its multi-use remit and draw up revenue generating ventures. LivePark was formed last year as a subsidiary of the DC Set Group agency and is led by Rogério Dezembro, Eduardo Rigotto and Heraldo Evans.

The three executives were responsible for the design, marketing and operation of São Paulo’s Allianz Parque, the home stadium of Palmeiras, and Teatro Santander. For its work with Arena MRV, LivePark will form a dedicated presence in Belo Horizonte.

“The formalisation of the agreement demonstrates that our thinking goes beyond construction,” said the CEO of Arena MRV, Bruno Muzzi. “We are already thinking about attracting new business, as well as the opening events of the future home of Galo.”

Dezembro, CEO of LivePark, added: “It is a privilege and a great responsibility to be chosen by Arena MRV to market the sponsorship packages and create an unprecedented schedule for the opening of the most modern multi-purpose stadium in Brazil.”

In March, Arena MRV agreed a partnership with professional services company Accenture that intends to deliver a stadium that offers the best technological experience in Latin America. Work began on the 46,000-seat Arena MRV in April 2020, with the stadium, which was given the green light in December 2019, located in the northwest region of Belo Horizonte.

The stadium will replace the Estádio Independência as Atlético’s home ground and is expected to open by the end of 2022.

Image: Arena MRV