To propmark, Mercado Livre says it will maintain the naming right, which was announced last week
Despite the imbroglio caused by legal questions, Mercado Livre Livre will not give up on maintaining the purchase of the naming right of Pacaembu, a football stadium in São Paulo privatized in 2019 by municipal management.
PSOL filed an injunction in December last year questioning the project because it is a piece of public property and listed. The party questioned Mayor Ricardo Nunes’ (MDB) law that provided for the use of naming rights in spaces he owns.
Judge Nuevo Campos, from the São Paulo Court of Justice, granted an injunction to PSOL, but the case is not consolidated.
The announcement of the purchase of Pacaembu’s naming rights, now Mercado Livre Arena Pacaembu, took place last week. The value exceeds R$1 billion in a contract whose term is 30 days.
According to jurist Paulo Gome de Oliveira Filho, who works for Abap (Brazilian Association of Advertising Agencies), for example, the name of the stadium will remain as Paulo Machado de Carvalho due to its historical heritage status.
The name linked to the listing, Paulo Machado de Carvalho, is untouchable, but this does not make the naming rights that the concessionaire sold unfeasible, summarizes Paulo Gomes.
The request of propmarkMercado Livre reported that the suspended law does not affect Pacaembu.
Read the Mercado Livre statement below:
The concessionaire Allegra Pacaembu and Mercado Livre inform that the suspended law does not affect Pacaembu, which had its concession process approved by the São Paulo City Council in 2017 (culminating in Municipal Law no. 16,696/2017) already providing for the possibility of negotiation of naming rights by the concessionaire, and establishing that the name Estdio Municipal Paulo Machado de Carvalho” and its nickname “Pacaembu” should be maintained. That is, the law in suspension does not meet the provisions of the law that regulates the concession of the Pacaembu Complex and its equipment .
And according to the announcement made on the 31st, both companies reaffirm compliance with the aforementioned legislation in the Naming Rights agreement for the Complex, which is now called Mercado Livre Arena | Pacaembu. Furthermore, both Allegra Pacaembu and Mercado Livre reinforce that the tribute to ‘Marechal 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 and the aforementioned law, as well as obeying the listing rules, thus keeping the memory and history of the Complex preserved“.
