The Brazilian energy and petrochemical company Acelen and the Arena Fonte Nova have entered into a naming rights agreement and from now on the venue will be known as the Arena Acelen Fonte Nova, one of the main sports and entertainment venues in Brazil.
Positioning Strategy
‘acelen’ stated that the above partnership marks a new phase in the energy company’s positioning strategy thus expanding its brand presence in Bahia and creating opportunities to connect with the people throughout Brazil.
Acelen is a private energy company founded in 2021 (backed by the Mubadala Capital) that operates the Mataripe Refinery (a major oil refinery located in the Bahia State of Brazil), the solar parks and the regional infrastructure projects in Brazil.
Abu Dhabi (UAE)-based the Mubadala Capital was established in 2011 and in 2017 they became one of the first sovereign wealth-affiliated alternative asset managers to manage third-party capital on behalf of the institutional investors across the globe.
The Arena Acelen Fonte Nova is a football-specific stadium located in Salvador, Bahia, Brazil, and has a capacity to accommodate 47,902 fans. It has the infrastructure to host sporting, cultural and corporate events. It has already received approximately 14 million visitors and contributes to the economic and tourism development of Bahia.
Expanding Reach
‘acelen’ further stated that the company, which began its operations in Bahia in 2021 with the acquisition of the Mataripe Refinery, has been expanding its reach with investments in modernizing the asset and developing a new renewable fuels supply chain. Now, the partnership with one of the main symbols of Bahian sport and culture brings the brand closer to the daily lives of the different audiences in a space that combines football, music, entertainment, and the major events.
‘Brazilians Heritage’
Maintained Marcelo Lyra, Vice-President (VP), Institutional Relations, Communication, ESG, and Territorial Development, Acelen, “The above partnership stems from our strong relationship with Bahia. The Arena Acelen Fonte Nova is a place of emotion and belonging. It is a heritage of the people of Bahia, of the Brazilians. We want the pristine sheen of the stadium to remain and it will help us to build our relationships with the communities where we operate.”
Leg-up
Apart from the naming rights deal the above partnership seeks to give a leg-up to Acelen’s presence and carve a niche for itself in the cultural life of Bahia.
‘Great Partner’
Added Alexandre Gonzaga, President, Arena Acelen Fonte Nova, “Acelen shares values with the Arena Acelen Fonte Nova and is committed to the development of Bahia and will abide by the Environmental, Social and Governance (ESG) principles and promote sports and culture. We will have as a great partner a company that believes in the strength and potential of the Arena Acelen Fonte Nova.”
Building History
It was in Bahia that Acelen began building its history. And it is from Bahia that the company expands its presence, strengthens its roots and projects new paths for the future.
Generating Jobs
The company has generated more than 1,100 direct jobs, about 81 percent of them in Bahia, in addition to approximately 3,500 indirect jobs among the third parties and the service providers.
‘Bahia at Heart’
Concluded Lyra, “Bahia is at the heart of our business strategy. The partnership with Arena Acelen Fonte Nova gives greater visibility to this presence, brings the Acelen brand closer to the people and reinforces our long-term commitment to the development of Bahia and Brazil.”
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