📁 Dossier: LATAM Naming Rights Leagues

As part of our agreement with the World Football Summit, we present this report of the naming rights business in Latin America. We have a 15% discount for the WFS Europe.

By El Míster Pérez

It is a great pleasure for us to be a media partner of the World Football Summit, the most important event about the football industry. As part of our content collaboration, we decided to create this report, whose purpose is to document, analyze and learn how brands related to leagues.

We consider the main tournaments in Latin America and 10 of them have sold their naming rights.

Our objective is to present this x-ray to understand amounts, costs, activations and ecosystems in the naming rights business.

In a brief and concise analysis, I can say that there is still a long way to go and areas of opportunity. A relevant case has been the relationship between BBVA and Liga MX: at every contract renewal, they redefines objectives to obtain better results and that the investment, which is in millions of dollars, is useful for the Spanish financial institution.

But there are other cases. For example, in Chile, they have problems with the sponsorship of Betsson due to the lack…