Mercado Livre acquired the right to use its brand in the stadium for 30 years
Pacaembu is part of the history of São Paulo and São Paulo and Brazilian football. The space, with a privileged location, was privatized in 2019 by the City of São Paulo. And it is being restored to be a multidisciplinary arena capable of hosting football, shows and other entertainment formats.
The concessionaire Allegra Pacaembu is leading the project and this week announced Mercado Livre as the brand to explore naming rights for 30 years and R$1 billion in investment. As Pacaembu is listed as a historical heritage site and has its formal name Paulo Machado de Carvalho, the following question arose: can a public space change its identity and market it in the naming right format?
The concessionaire Allegra Pacaembu informs that the fact that the Pacaembu Complex is listed as a historical heritage site does not prevent the sale of naming rights for the equipment. This is an operation foreseen in the concession notice prepared by the municipal administration and which was submitted to the historical heritage protection bodies. Naming rights were also included in the contract signed with the City of São Paulo in 2019 and were now signed with Mercado Livre following current legislation.
The complex will be renamed Mercado Livre Arena Pacaembu, but the tribute to Marshal da Vitria Paulo Machado de Carvalho will be maintained at the entrances, monumental facade, Porto Norte and at the South access, as required by the concession contract. The memory and history of the Complex will be preserved, adds Allegra.
Lawyers consulted by propmark believe that there is legal protection. But it is at least unusual for a public space to make a change of this nature. But the notice that will guide the decision, summarizes jurist Joo Luiz Faria Neto, former president of Conar and specialist in copyright, making it clear that he does not know the content of the notice.
