{"id":5121,"date":"2024-03-08T14:52:20","date_gmt":"2024-03-08T17:52:20","guid":{"rendered":"https:\/\/artica.capital\/clairfield-pilulas\/o-que-sao-naming-rights\/"},"modified":"2026-09-29T15:18:37","modified_gmt":"2026-09-29T18:18:37","slug":"o-que-sao-naming-rights","status":"publish","type":"pilulas","link":"https:\/\/artica.capital\/en\/clairfield-pilulas\/o-que-sao-naming-rights\/","title":{"rendered":"What are Naming Rights?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">No cen\u00e1rio competitivo de hoje, as organiza\u00e7\u00f5es est\u00e3o constantemente buscando maneiras inovadoras de aumentar a visibilidade de suas marcas e estabelecer conex\u00f5es significativas com seu p\u00fablico. Uma via poderosa para alcan\u00e7ar isso \u00e9 por meio de parcerias de naming rights.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Naming rights referem-se a acordos de patroc\u00ednio nos quais empresas ou indiv\u00edduos pagam uma taxa para terem suas marcas associados a um edif\u00edcio, evento ou at\u00e9 mesmo um espa\u00e7o p\u00fablico. Aqui no Brasil, essa pr\u00e1tica acontece principalmente no mundo do futebol, com a renomea\u00e7\u00e3o de est\u00e1dios atrav\u00e9s de contratos milion\u00e1rios que podem durar at\u00e9 mais de 15 anos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Na p\u00edlula de hoje, vamos falar sobre o que s\u00e3o os naming rights, mencionar alguns fatos dessa pr\u00e1tica no Brasil, trazer pontos positivos e negativos e, por fim, apresentar os principais exemplos de naming rights no mundo do futebol brasileiro.<\/p>\n\n\n\n<!-- pilula-html v1 -->\n<style>\n.pil{--navy:#2d3a51;--blue:#4f6388;--light:#8599b9;--pale:#e8ebf1;--card:#d3d9e3;--red:#c0272d;--txt:#333;font-family:\"Merriweather Sans\",sans-serif;color:var(--txt);margin-top:40px}\n.pil *{box-sizing:border-box}\n.pil img{max-width:100%;height:auto;display:block}\n.pil-sec{margin:0 0 56px}\n.pil-sec h2{background:var(--navy);color:#fff;font-size:19px;line-height:1.35;font-weight:700;padding:16px 20px;border-radius:0 0 28px 0;margin:0 0 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*\/\n.pil-time{display:grid;gap:14px;border-left:2px dashed var(--light);padding-left:18px;margin-left:6px}\n.pil-time>div{position:relative;font-size:14px;line-height:1.5}\n.pil-time>div::before{content:\"\";position:absolute;left:-25px;top:5px;width:12px;height:12px;border-radius:50%;background:var(--navy)}\n.pil-time b.y{display:block;color:var(--light);font-size:16px;font-weight:800}\n\/* figuras (recortes do slide) *\/\n.pil-fig{margin:0}\n.pil-fig figcaption{text-align:center;font-weight:800;color:var(--light);font-size:16px;margin-top:4px}\n.pil-brand{background:var(--card);border-radius:14px;overflow:hidden}\n.pil-brand p{margin:0;text-align:center;font-size:20px;font-weight:800;font-style:italic;color:var(--navy);padding:10px 0 12px}\n@media (max-width:700px){\n  .pil-grid2,.pil-grid2.wide-left,.pil-grid2.wide-right{grid-template-columns:1fr}\n  .pil-grid3,.pil-grid4,.pil-grid5{grid-template-columns:1fr 1fr}\n  .pil-sec h2{font-size:17px}\n  .pil-bars{height:180px}\n  .pil-bars>div>span{font-size:10px}\n  .pil-years{font-size:9px}\n}\n@media (max-width:480px){\n  .pil-bars{gap:1.2%}\n  .pil-years{gap:1.2%;font-size:8px}\n  .pil-bars>div>span{font-size:8px;letter-spacing:-.3px}\n  .pil-bars:has(>div:nth-child(13))>div>span{writing-mode:vertical-rl;transform:translateX(-50%) rotate(180deg);top:auto;bottom:100%;padding-bottom:2px}\n  .pil-years:has(>span:nth-child(13)) span{writing-mode:vertical-rl;transform:rotate(180deg);margin:0 auto}\n}\n<\/style>\n<div class=\"pil\">\n\n<section class=\"pil-sec\">\n  <h2>Com organiza\u00e7\u00f5es buscando maneiras inovadoras de aumentar a visibilidade de suas marcas, as parcerias de naming rights est\u00e3o crescendo<\/h2>\n  <div class=\"pil-grid3\">\n    <div class=\"pil-card tint\" style=\"display:grid;gap:14px;border-radius:24px\">\n      <div style=\"display:grid;grid-template-columns:40px 1fr;gap:12px;align-items:center\"><img decoding=\"async\" src=\"https:\/\/artica.capital\/wp-content\/uploads\/2026\/09\/5121-ic-estadio.png\" alt=\"\u00cdcone de est\u00e1dio\" loading=\"lazy\"><span><i>Naming rights<\/i> referem-se a acordos de patroc\u00ednio nos quais empresas ou indiv\u00edduos pagam uma taxa para terem suas marcas associadas a um local espec\u00edfico, edif\u00edcio, evento ou at\u00e9 mesmo um espa\u00e7o p\u00fablico<\/span><\/div>\n      <div style=\"display:grid;grid-template-columns:40px 1fr;gap:12px;align-items:center\"><img decoding=\"async\" src=\"https:\/\/artica.capital\/wp-content\/uploads\/2026\/09\/5121-ic-tm.png\" alt=\"\u00cdcone de marca registrada (TM)\" loading=\"lazy\"><span>Esses acordos permitem que o patrocinador incorpore seu nome de marca ou identidade visual no t\u00edtulo ou no <i>branding<\/i> da entidade<\/span><\/div>\n      <div style=\"display:grid;grid-template-columns:40px 1fr;gap:12px;align-items:center\"><img decoding=\"async\" src=\"https:\/\/artica.capital\/wp-content\/uploads\/2026\/09\/5121-ic-bola.png\" alt=\"\u00cdcone de bola de futebol\" loading=\"lazy\"><span>No Brasil, as maiores discuss\u00f5es sobre a utiliza\u00e7\u00e3o da pr\u00e1tica acontecem com os clubes de futebol<\/span><\/div>\n      <div style=\"display:grid;grid-template-columns:40px 1fr;gap:12px;align-items:center\"><img decoding=\"async\" src=\"https:\/\/artica.capital\/wp-content\/uploads\/2026\/09\/5121-ic-teatro.png\" alt=\"\u00cdcone de m\u00e1scaras de teatro\" loading=\"lazy\"><span>Entre os espa\u00e7os culturais, um dos casos mais famosos no pa\u00eds \u00e9 do Credicard Hall, que deu seu nome \u00e0 casa de espet\u00e1culos em 1999<\/span><\/div>\n      <div style=\"display:grid;grid-template-columns:40px 1fr;gap:12px;align-items:center\"><img decoding=\"async\" src=\"https:\/\/artica.capital\/wp-content\/uploads\/2026\/09\/5121-ic-metro.png\" alt=\"\u00cdcone de trem de metr\u00f4\" loading=\"lazy\"><span>Desde 2021, o Metr\u00f4 de S\u00e3o Paulo j\u00e1 renomeou tr\u00eas esta\u00e7\u00f5es ao adicionar marcas aos conhecidos nomes das esta\u00e7\u00f5es<\/span><\/div>\n    <\/div>\n    <div>\n      <div class=\"pil-box\" style=\"border-color:#1fae4b\"><h3 style=\"background:#1fae4b;font-size:16px\">\ud83d\udc4d Pontos Positivos<\/h3>\n        <div style=\"padding:14px 16px\">\n          <ul class=\"pil-list\">\n            <li><b>Visibilidade da marca:<\/b><br>Ao associar o nome da empresa a um local ou evento, as empresas podem aumentar significativamente sua visibilidade e reconhecimento de marca<\/li>\n            <li><b>Maior investimento:<\/b><br>Contratos de <i>naming rights,<\/i> proporcionam uma receita adicional para o vendedor e podem resultar em investimentos para a melhoria e manuten\u00e7\u00e3o de \u00e1reas p\u00fablicas<\/li>\n          <\/ul>\n        <\/div>\n      <\/div>\n    <\/div>\n    <div>\n      <div class=\"pil-box\" style=\"border-color:#f6b91d\"><h3 style=\"background:#f6b91d;font-size:16px\">! Pontos de Aten\u00e7\u00e3o<\/h3>\n        <div style=\"padding:14px 16px\">\n          <ul class=\"pil-list\">\n            <li><b>Custos elevado:<\/b><br>Investimento significativo para as empresas patrocinadoras<\/li>\n            <li><b>Risco de associa\u00e7\u00e3o negativa:<\/b><br>Se um local ou evento associado aos <i>naming rights<\/i> estiver envolvido em esc\u00e2ndalos, pol\u00eamicas ou eventos negativos, a reputa\u00e7\u00e3o da empresa patrocinadora pode ser prejudicada<\/li>\n            <li><b>Risco de n\u00e3o associa\u00e7\u00e3o do nome:<\/b><br>\u00c9 necess\u00e1rio que o p\u00fablico em geral adote o novo nome do local\/evento, se n\u00e3o o investimento pode n\u00e3o gerar o retorno esperado<\/li>\n          <\/ul>\n        <\/div>\n      <\/div>\n    <\/div>\n  <\/div>\n  <div class=\"pil-src\">Fonte: UOL; meio&amp;mensagem<\/div>\n<\/section>\n\n<section class=\"pil-sec\">\n  <h2>No Brasil, as maiores discuss\u00f5es sobre a utiliza\u00e7\u00e3o de naming rights envolvem principalmente os est\u00e1dios de futebol <small>(1\/2)<\/small><\/h2>\n  <div class=\"pil-tw\">\n    <table class=\"pil-table\" style=\"min-width:560px\">\n      <thead><tr><th>Est\u00e1dio<\/th><th>Time \/ Representante<\/th><th>Patrocinador<\/th><th>Novo nome<\/th><th class=\"n\">Contrato<\/th><\/tr><\/thead>\n      <tbody>\n      <tr><td><b>Pacaembu<\/b><\/td><td><img decoding=\"async\" src=\"https:\/\/artica.capital\/wp-content\/uploads\/2026\/09\/5121-s2-r1t.png\" alt=\"Logo: Governo do Estado de S\u00e3o Paulo\" loading=\"lazy\" style=\"max-width:120px\"><\/td><td><img decoding=\"async\" src=\"https:\/\/artica.capital\/wp-content\/uploads\/2026\/09\/5121-s2-r1p.png\" alt=\"Logo: Mercado Livre\" loading=\"lazy\" style=\"max-width:120px\"><\/td><td><img decoding=\"async\" src=\"https:\/\/artica.capital\/wp-content\/uploads\/2026\/09\/5121-s2-r1n.png\" alt=\"Logo: Mercado Livre Arena Pacaembu\" loading=\"lazy\" style=\"max-width:120px\"><\/td><td class=\"n\"><b>R$ 1,0 BI<br>(30 anos)<\/b><\/td><\/tr>\n      <tr><td><b>Palestra It\u00e1lia<\/b><\/td><td><img decoding=\"async\" src=\"https:\/\/artica.capital\/wp-content\/uploads\/2026\/09\/5121-s2-r2t.png\" alt=\"Logo: Palmeiras\" loading=\"lazy\" style=\"max-width:120px\"><\/td><td><img decoding=\"async\" src=\"https:\/\/artica.capital\/wp-content\/uploads\/2026\/09\/5121-s2-r2p.png\" alt=\"Logo: Allianz\" loading=\"lazy\" style=\"max-width:120px\"><\/td><td><img decoding=\"async\" src=\"https:\/\/artica.capital\/wp-content\/uploads\/2026\/09\/5121-s2-r2n.png\" alt=\"Logo: Allianz Parque\" loading=\"lazy\" style=\"max-width:120px\"><\/td><td class=\"n\"><b>R$ 300,0 MI<br>(20 anos)<\/b><\/td><\/tr>\n      <tr><td><b>Arena Corinthians \/ Itaquer\u00e3o<\/b><\/td><td><img decoding=\"async\" src=\"https:\/\/artica.capital\/wp-content\/uploads\/2026\/09\/5121-s2-r3t.png\" alt=\"Logo: Corinthians\" loading=\"lazy\" style=\"max-width:120px\"><\/td><td><img decoding=\"async\" src=\"https:\/\/artica.capital\/wp-content\/uploads\/2026\/09\/5121-s2-r3p.png\" alt=\"Logo: Hypera Pharma\" loading=\"lazy\" style=\"max-width:120px\"><\/td><td><img decoding=\"async\" src=\"https:\/\/artica.capital\/wp-content\/uploads\/2026\/09\/5121-s2-r3n.png\" alt=\"Logo: Neo Qu\u00edmica Arena\" loading=\"lazy\" style=\"max-width:120px\"><\/td><td class=\"n\"><b>R$ 300,0 MI<br>(20 anos)<\/b><\/td><\/tr>\n      <tr><td><b>Morumbi<\/b><\/td><td><img decoding=\"async\" src=\"https:\/\/artica.capital\/wp-content\/uploads\/2026\/09\/5121-s2-r4t.png\" alt=\"Logo: S\u00e3o Paulo Futebol Clube (SPFC)\" loading=\"lazy\" style=\"max-width:120px\"><\/td><td><img decoding=\"async\" src=\"https:\/\/artica.capital\/wp-content\/uploads\/2026\/09\/5121-s2-r4p.png\" alt=\"Logo: Mondel\u0113z International\" loading=\"lazy\" style=\"max-width:120px\"><\/td><td><img decoding=\"async\" src=\"https:\/\/artica.capital\/wp-content\/uploads\/2026\/09\/5121-s2-r4n.png\" alt=\"Logo: MorumBIS\" loading=\"lazy\" style=\"max-width:120px\"><\/td><td class=\"n\"><b>R$ 75,0 MI<br>(3 anos)<\/b><\/td><\/tr>\n      <\/tbody>\n    <\/table>\n  <\/div>\n  <div class=\"pil-src\">Fonte: UOL; G1<\/div>\n<\/section>\n\n<section class=\"pil-sec\">\n  <h2>No Brasil, as maiores discuss\u00f5es sobre a utiliza\u00e7\u00e3o de naming rights envolvem principalmente os est\u00e1dios de futebol <small>(2\/2)<\/small><\/h2>\n  <div class=\"pil-tw\">\n    <table class=\"pil-table\" style=\"min-width:560px\">\n      <thead><tr><th>Est\u00e1dio<\/th><th>Time \/ Representante<\/th><th>Patrocinador<\/th><th>Novo nome<\/th><th class=\"n\">Contrato<\/th><\/tr><\/thead>\n      <tbody>\n      <tr><td><b>Arena da Baixada<\/b><\/td><td><img decoding=\"async\" src=\"https:\/\/artica.capital\/wp-content\/uploads\/2026\/09\/5121-s3-r1t.png\" alt=\"Logo: Athletico Paranaense (CAP)\" loading=\"lazy\" style=\"max-width:120px\"><\/td><td><img decoding=\"async\" src=\"https:\/\/artica.capital\/wp-content\/uploads\/2026\/09\/5121-s3-r1p.png\" alt=\"Logo: Ligga\" loading=\"lazy\" style=\"max-width:120px\"><\/td><td><img decoding=\"async\" src=\"https:\/\/artica.capital\/wp-content\/uploads\/2026\/09\/5121-s3-r1n.png\" alt=\"Logo: Ligga Arena\" loading=\"lazy\" style=\"max-width:120px\"><\/td><td class=\"n\"><b>R$ 200,0 MI<br>(15 anos)<\/b><\/td><\/tr>\n      <tr><td><b>(Sem nome oficial antes da venda dos <i>naming rights<\/i>)<\/b><\/td><td><img decoding=\"async\" src=\"https:\/\/artica.capital\/wp-content\/uploads\/2026\/09\/5121-s3-r2t.png\" alt=\"Logo: Atl\u00e9tico Mineiro (CAM)\" loading=\"lazy\" style=\"max-width:120px\"><\/td><td><img decoding=\"async\" src=\"https:\/\/artica.capital\/wp-content\/uploads\/2026\/09\/5121-s3-r2p.png\" alt=\"Logo: MRV\" loading=\"lazy\" style=\"max-width:120px\"><\/td><td><img decoding=\"async\" src=\"https:\/\/artica.capital\/wp-content\/uploads\/2026\/09\/5121-s3-r2n.png\" alt=\"Logo: Arena MRV\" loading=\"lazy\" style=\"max-width:120px\"><\/td><td class=\"n\"><b>R$ 60,0 MI<br>(10 anos)<\/b><\/td><\/tr>\n      <tr><td><b>Arena Fonte Nova<\/b><\/td><td><img decoding=\"async\" src=\"https:\/\/artica.capital\/wp-content\/uploads\/2026\/09\/5121-s3-r3t.png\" alt=\"Logo: Governo do Estado da Bahia\" loading=\"lazy\" style=\"max-width:120px\"><\/td><td><img decoding=\"async\" src=\"https:\/\/artica.capital\/wp-content\/uploads\/2026\/09\/5121-s3-r3p.png\" alt=\"Logo: Casa de Apostas\" loading=\"lazy\" style=\"max-width:120px\"><\/td><td><img decoding=\"async\" src=\"https:\/\/artica.capital\/wp-content\/uploads\/2026\/09\/5121-s3-r3n.png\" alt=\"Logo: Casa de Apostas Arena Fonte Nova\" loading=\"lazy\" style=\"max-width:120px\"><\/td><td class=\"n\"><b>R$ 52,0 MI<br>(3 anos)<\/b><\/td><\/tr>\n      <tr><td><b>Man\u00e9 Garrincha<\/b><\/td><td><img decoding=\"async\" src=\"https:\/\/artica.capital\/wp-content\/uploads\/2026\/09\/5121-s3-r4t.png\" alt=\"Logo: GDF \u2013 Governo do Distrito Federal\" loading=\"lazy\" style=\"max-width:120px\"><\/td><td><img decoding=\"async\" src=\"https:\/\/artica.capital\/wp-content\/uploads\/2026\/09\/5121-s3-r4p.png\" alt=\"Logo: BRB \u2013 Banco de Bras\u00edlia\" loading=\"lazy\" style=\"max-width:120px\"><\/td><td><img decoding=\"async\" src=\"https:\/\/artica.capital\/wp-content\/uploads\/2026\/09\/5121-s3-r4n.png\" alt=\"Logo: Arena BRB\" loading=\"lazy\" style=\"max-width:120px\"><\/td><td class=\"n\"><b>R$ 7,5 MI<br>(3 anos)<\/b><\/td><\/tr>\n      <\/tbody>\n    <\/table>\n  <\/div>\n  <div class=\"pil-src\">Fonte: UOL; G1<\/div>\n<\/section>\n\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>In today&#039;s competitive landscape, organizations are constantly seeking innovative ways to increase their brand visibility and establish meaningful connections with their audiences. One powerful way to achieve this is through naming rights partnerships.<\/p>","protected":false},"author":1,"featured_media":5117,"template":"","meta":[],"class_list":["post-5121","pilulas","type-pilulas","status-publish","has-post-thumbnail","hentry"],"_links":{"self":[{"href":"https:\/\/artica.capital\/en\/wp-json\/wp\/v2\/pilulas\/5121","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/artica.capital\/en\/wp-json\/wp\/v2\/pilulas"}],"about":[{"href":"https:\/\/artica.capital\/en\/wp-json\/wp\/v2\/types\/pilulas"}],"author":[{"embeddable":true,"href":"https:\/\/artica.capital\/en\/wp-json\/wp\/v2\/users\/1"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/artica.capital\/en\/wp-json\/wp\/v2\/media\/5117"}],"wp:attachment":[{"href":"https:\/\/artica.capital\/en\/wp-json\/wp\/v2\/media?parent=5121"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}