Brazil venue shot in the arm naming deal



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Arena das Dunas naming rights Image: Arena das Dunas, Danilo Borges/Portal da Copa, CC BY 3.0 br

The Casa de Apostas, one of the leading sportsbook operators in Brazil, recently inked a naming rights deal with the Arena das Dunas Stadium in Natal, Brazil, a multipurpose stadium which was built to be one of the venues for the 2014 World Cup.

‘GMB’ stated that henceforth, the Arena das Dunas will be known as the Casa de Apostas Arena das Dunas. The naming rights deal, worth R$6 million (US$ 1.16m), is valid for five years.

São Paulo (Brazil)-based the Casa de Apostas is one of the first sports betting company in Brazil. It works for more than 200 sports and casino games markets.

The Arena das Dunas is a football stadium in Natal, Brazil. It has a capacity to accommodate 31,375 spectators and was designed by the sports architect Christopher Lee of the celebrated design studio Populous. The stadium hosted football matches for the 2014 FIFA World Cup™ held in Brazil. During the soccer spectacle, it had a seating capacity of 42,000.

‘GMB’ further stated that the above deal is considered to be a watershed moment for the Arena das Dunas, which over the last 10 years, since its inauguration in January 2014, has become a sporting hub for the State of Rio Grande do Norte in Brazil and the entire region and is also reaping in economic benefits for the State.

The facility is located in Natal, the capital of the State of Rio Grande do Norte.

This is the second naming rights deal struck by the Casa de Apostas with an arena which has hosted the World Cup. The sportsbook operator signed the first naming rights deal in December 2023 when they acquired the naming rights of the Fonte Nova Arena in Salvador, Brazil, and which is now known as the Casa de Apostas Arena Fonte Nova.

The Casa de Apostas Arena Fonte Nova is a soccer-specific stadium located in Salvador, Bahia, Brazil, and has a maximum capacity to hold 47,915 people.

The above naming rights deal will prove to be a leg-up both for the arena as well as the sports betting company with the latter enjoying more visibility and their brand getting teeth. It will also open up geyser of business opportunities.

To keep up with the FIFA benchmarks, the venue will soon be equipped with light-emitting diode (LED) lighting technology thus saving on energy and keeping the Casa de Apostas Arena das Dunas shining-shimmering in all its LED glory.

Remarked Ricardo Ferreira, head honcho of Casa de Apostas Arena das Dunas, “The facility has evolved in the last 10 years from a state-of-the-art football stadium to a multipurpose arena with premium offerings. It is one of the busiest arenas in Brazil and has been breaking attendance records every year with events held witnessing packed-like-sardines crowd. The venue’s excellent standards have caught the eyes of major brands and the deal with Casa de Apostas is a result of this which is going to benefit the community as a whole.”

Concluded Anderson Nunes, Head of Business at Casa de Apostas, “We take great pride in being associated with a stadium that has hosted the most prestigious soccer event on the planet – the World Cup – and also stages major acts and corporate events. The above naming rights deal will also stand our company in good stead.”

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