Sponsorship & Marketing

Estádio do Dragão set for first naming rights deal

Estádio do Dragão in Porto, Portugal

Featured image credit: Joaoyoficial/CC BY-SA 4.0/Edited for size

FC Porto has said it is “likely” it will sell naming rights to the Estádio do Dragão, with the Portuguese Primeira Liga football club admitting it previously had a deal in place that was scuppered by the outbreak of COVID-19.

The 50,000-capacity Dragão has never had a sponsor’s brand attached to it, having retained its original moniker since opening in November 2003.

However, in discussing Porto’s financial results for the 2021-22 season, which were revealed earlier this week, Fernando Gomes, an administrator with the club’s parent company and vice-president of finance, said there are “hypotheses on the table” for the sale of the naming rights, adding it is “likely” that this will happen.

Porto reported a profit of €20.765m (£18m/$20.3m) for the 2021-22 season, a second consecutive year in the black following a profit of €19.3m in 2020-21. Some €25.9m of the club’s revenue, a 65% rise, came through sponsorship income.

Gomes stated that the “the stadium’s naming was practically closed” previously and that this agreement was only “suspended due to the lack of public” in the Dragão during the restrictions imposed due to COVID-19.

He added: “It was a good contract, without a doubt, that did not materialise and that is why we are looking for it. It is likely that it will still happen and it would be an important help for the balance of our accounts.”