Cruzados-Claro Chile ring in commercial deal


Chile Universidad Católica stadium update February 2022 Image: Universidad Católica

In an unprecedented commercial agreement in the country’s (Chile) sports marketing, the professional football club Cruzados and Claro Chile (largest telecommunications group in Latin America) sealed a contract that establishes that the telecommunications company will be the official partner in the modernization project of the new stadium of Universidad Católica, after the multinational acquired the naming rights to the stadium for a period of 20 years.

Club Deportivo Universidad Católica is a professional football club based in Santiago, Chile. Founded in 1937 they play in the Primera División, the top flight of Chilean football. The team has played its home games at the Estadio San Carlos de Apoquindo since 1988.

Estadio San Carlos de Apoquindo is a football stadium in Las Condes in the metropolitan region of Santiago de Chile. It is used mostly for home matches stadium of the Chilean top club Club Deportivo Universidad Católica which also owns the stadium. The arena was built in 1988 and currently holds 14,118 people.

Claro Chile is a subsidiary of América Móvil, the largest telecommunications group in Latin America, which stands out for its presence in 18 countries and more than 290 million mobile customers. Claro Chile is one of the main telecommunications companies in the country, with around six million customers.

The ‘Universidad Católica’ quoted Juan Tagle, President of Cruzados, as stating, “This agreement with a company as important as Claro is a very big step for the realization of our new stadium. We are sure that we will have a very profitable relation that will allow us to continue growing as an institution with a multipurpose stadium that will contribute to the development of sport, cultural and corporate events of the highest level in Chile.”

Felipe Gómez, Director of Marketing and Development of Claro Chile, said that this agreement shows the company’s commitment to the country and the development of sporting and cultural activities – “We are confident that this venue will become the main space for the development of sports and cultural activities in the country. We are very proud to be part of this project.”

The ‘Universidad Católica’ further stated that Claro is a company that has historically been linked to sports. In Chile, it is a sponsor of the Chilean professional soccer team and, internationally, it supports outstanding sportsmen and women such as Formula 1 driver Sergio Pérez (Mexican motorsports racing driver). Claro, through its YouTube channels, recently broadcasted the Tokyo 2020 Olympic Games and did the same with the Winter Olympic Games, which came to a close in Beijing on February 20th, 2022.

Following the signing of this alliance, both companies will devote the next few weeks to defining very important aspects of the modernization project for the new Universidad Católica stadium: The name of the new stadium, the image of the project, marketing aspects, and the brand book.

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