A Mondelz and the So Paulo Football Club revealed this Thursday (29) their next plans for MorumBIS (Morumbi’s new name) during the naming rights official event. The announced news consists of the choice of the names of the stadium’s sectors, which will be done in collaboration with the fans, an auction of the old sign on the stadium’s facade to raise funds for social action and the arrival of a statue in honor of Cicero Pompeu de Toledo, a fundamental figure in the construction and naming of the stadium.
The partnership began a year ago. We were approached by São Paulo and we were already looking for something big for Bis. Morumbis’ idea was perfect. From the beginning, we realized that it wasn’t just a naming rights partnership. Lacta com Diamante Negro, for example, was released in honor of Lenidas da Silvia, one of the legends of the club and the Brazilian national team. Our historical affinity is now to bring activation experiences to fans, says lvaro Garcia, marketing director at Mondelz Brasil.
The “bisquisa” (pun on the BIS brand and the word search) to choose the new names for the boxes will be available in the second half of March on SPFC’s social networks. Eduardo Toni, the club’s Marketing Director, highlights the infinite possibilities of the partnership, including promotions, boxes, activations, products and experiences for fans.
Highlighting the preservation of the stadium’s original sign, which will be auctioned with a minimum bid of R$1,500, Toni emphasizes that the amount raised will be allocated to a social action managed by Cristiane Freitas, wife of the governor of So Paulo, Tarcsio de Freitas. So Paulo’s marketing director reinforces that each fan will have the opportunity to bid, providing the chance to have a part of the stadium at home. The initials ‘CPT’, in reference to Cicero Pompeu de Toledo, will also be immortalized in the stadium.
The naming rights agreement, which resulted in the stadium changing its name to “MorumBis” until 2026, was announced in December 2023 by Mondelz. The three-year contract is expected to yield the São Paulo team 30 million reais annually. The partnership marks the first time that the stadium has had a brand as the naming rights holder since its inauguration in 1960, and places So Paulo alongside other teams that have adopted company names for their stadiums, such as Corinthians e Palm trees.
*With information from EXAME
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