Cast about for Maracanã naming rights partner

Article posted by Coliseum, April 14^th, 2025

Image: Coliseum GSVA

The Campeonato Brasileiro Série A teams CR Flamengo and the Fluminense FC are scouting for companies interested in purchasing the naming rights of their home arena – the Maracanã Stadium in Rio de Janeiro, Brazil.

‘ge’ stated that the top-flights feel that the Maracanã Stadium tick all the boxes with regard to a strong naming rights partner.

The CR Flamengo, more commonly referred to as simply Flamengo, is a Brazilian multisports club based in Rio de Janeiro in the neighborhood of Gávea (Brazil). They are best known for their professional football team who play in the Campeonato Brasileiro Série A, the highest level of the Brazilian football league system. They have never been relegated from the top division and are the most popular football club in Brazil with more than 46.9 million fans equivalent to 21.9 percent of the population that supports a team in Brazil.

The Fluminense FC is a Brazilian sports club based in the neighborhood of Laranjeiras in Rio de Janeiro (Brazil) being the oldest football club in the State since it was found in 1902. It competes in the Campeonato Brasileiro Série A, the first tier of Brazilian football.

The 73,139-capacity Maracanã Stadium is an association football stadium in Rio de Janeiro, Brazil. Owned by the Rio de Janeiro State Government the stadium is now managed by the clubs Fluminense and Flamengo.

‘ge’ further stated that Luiz Eduardo Baptista, President of CR Flamengo, pointed out that the private banks could possibly become naming rights partners. Baptista stated this while making a presentation before the Deliberative Council recently.

Both Flamengo and Fluminense will soon hold meetings to discuss about companies who could possibly become naming rights partners of their home facility.

The Fla-Flu Consortium will run the show of the Maracanã Stadium for the next 20 years and have been working on a commercial plan to double its revenue from the sponsors.

The Fla-Flu Consortium is a partnership between the Brazilian football clubs Flamengo and Fluminense. This consortium is responsible for managing the operations of the Maracanã Stadium including the Sky Box sales and the daily activities. Flamengo holds a 65 percent stake in the consortium while the Fluminense owns the remaining 35 percent. The consortium’s special purpose company (SPE), the Fla-Flu Serviços S.A., was established in September 2024.

The issue of naming rights will depend on the legal viability and permission of the contract signed with the State Government. This matter was not specified in the notice. There is no consensus within the Government: Some think it is possible and others think it is not. The same will have to be negotiated.

The Maracanã Stadium General Director Severiano Braga stated in October 2024 that the Fla-Flu Consortium already has a value in mind for the sale of the naming rights.

During a meeting with the Board Members recently Baptista said that he is looking for other ways to jingle the venue’s cash registers. One of these is the construction of a parking lot with a capacity to park 400 vehicles. The parking place is being planned on the site of the former Célio de Barros Athletics Stadium which is located in the Maracanã complex.

Improving the services in the VIP Box Section of the arena was also discussed in the meeting.

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