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Sponsorship & Marketing

Brazilian World Cup venue lands naming-rights sponsor

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

Arena das Dunas, which was a host venue during the 2014 FIFA World Cup in Brazil, has been rebranded as part of an agreement with sports betting company Casa de Apostas.

The stadium, which is located in the city of Natal, has a current capacity of around 32,000. The Populous-designed venue opened in January 2014 ahead of the World Cup later that year, when it hosted four matches.

The stadium will now be known as Casa de Apostas Arena das Dunas. The deal will run for five years and is worth R$6m (£922,000/€1.1m/$1.2m).

Casa de Apostas will benefit from significant brand exposure around the stadium as part of the deal.

The stadium will also be fitted with a new FIFA-standard stage and sports lighting system. The venue is not currently home to any Brazilian football club and is instead used as a sports hub for Rio Grande do Norte.

Ricardo Ferreira, chief executive of Arena das Dunas, said: “Over its 10 years, Arena das Dunas has evolved from a state-of-the-art football stadium to a multi-purpose arena of excellence. Consolidated as the main structure for events in Rio Grande do Norte and one of the busiest in Brazil, the stadium has been breaking occupancy and attendance records year after year.

“We have reached a level of excellence that has attracted the attention of major brands and today we are pleased to announce this agreement with Casa de Apostas, one of the main companies in the betting sector in Brazil. The partnership is already a success and will bring great results both for Arena das Dunas and, mainly, for our public.”

Anderson Nunes, head of business at Casa de Apostas, added: “We are talking about a stadium that hosted the World Cup in Brazil, located in a state of great relevance in the Northeast region and which hosts important games, the grandest shows and a variety of corporate events. It is another opportunity for our company to be a partner of multi-purpose facilities with global reach and offer the best in the sports and entertainment scene.”

The deal has been signed after Casa de Apostas recently acquired naming rights to Arena Fonte Nova, home of Campeonato Brasileiro Série A club Bahia. The betting company had an existing relationship with Bahia after serving as the club’s main shirt sponsor from 2020 to 2022.

The four-year stadium naming-rights deal rebranded the venue as Casa de Apostas Arena Fonte Nova. Like Arena das Dunas, Arena Fonte Nova was used during the 2014 World Cup.

Last week, Brazil was awarded hosting rights for the 2027 FIFA Women’s World Cup. Arena das Dunas is one of two venues used during the 2014 men’s event that will not be called upon for the 2027 tournament. The other is Arena da Baixada in Curitiba.