Live Nation strikes Mâs Monumental deal

Article posted by Coliseum, February 3^rd, 2026

Image: [JOHN] Club Atlético River Plate on Facebook

Argentinian football club River Plate has reached an agreement allowing Live Nation to market the naming rights to Mâs Monumental stadium in Buenos Aires for 10 years.

Beginning January 1, 2027, the agreement also grants Live Nation the exclusive presentation of live shows at Mâs Monumental.

Olé said that River Plate’s board of directors, led by president Stefano Di Carlo, signed the agreement that will significantly increase the club’s revenue until 2036 and reinforce Buenos Aires’ growing role on the global touring circuit.

Under the terms of the deal, River Plate is guaranteed an income of $110 million from concerts held at the Monumental Stadium over the next decade.

Live Nation Entertainment announced the long-term partnership with Club Atlético River Plate, alongside DF Entertainment, Argentina’s leading international live entertainment company; and Dale Play Live, Argentina’s leading Latin live entertainment company.

The agreement will further elevate Mâs Monumental Stadium as one of the world’s premier destinations for global touring artists and major live events.

Under the partnership, DF Entertainment will promote international shows, building on its successful run at the stadium since 2022 and its track record of presenting many of the biggest live shows in the world.

Dale Play Live will lead promotion for Latin artists, ensuring a strong, locally rooted approach that reflects Argentina’s vibrant music culture.

The club described the deal as, “a strategic alliance that strengthens the club’s sporting and institutional growth and positions the Monumental Stadium as one of the world’s leading venues for live entertainment.”

The stadium will host new musical acts that will boost the club’s revenue as the variety of events increases. New acts will be added to a line-up that already boasts several top-tier shows this year.

Already scheduled are concerts by AC/DC, Lali Espósito, and Bad Bunny. This follows a busy 2025 that featured performances by Airbag, Los Piojos, Dua Lipa, and Oasis.

Club Atlético River Plate is an Argentine professional sports club based in the Belgrano neighborhood of Buenos Aires, Argentina. It plays in the Liga Profesional, the highest level of the Argentine football league system.

The 85,018-capacity El Monumental, currently known as Mâs Monumental for sponsorship reasons, is an association football stadium in Buenos Aires, Argentina. Located in the Belgrano neighborhood it serves as the residence of Club Atlético River Plate.

River Plate have just announced plans to expand capacity of the Mâs Monumental by 16,000 taking it to a whopping 101,000 people.

The Argentine giants are working with the specialised roof engineers, SBP, who have been involved in many huge projects, like the 62,850-capacity Tottenham Hotspur Stadium in London, UK, the 75,024-capacity Allianz Arena in Munich, Germany, and the 84,000-capacity Bernabéu Stadium in Madrid, Spain.

Construction will begin with the German company in April 2026 and will be completed in time for Argentina co-hosting the 2030 World Cup. It is expected to cost more than £72million.

Stuttgart (Germany)-based Schlaich bergermann partner (sbp) is a renowned German independent consulting engineering firm specializing in lightweight, long-span roof structures, bridges, towers, and solar power plants.

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