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Athletico Paranaense ink 15-year deal with Ligga as stadium sponsor

As part of the agreement, Ligga has acquired naming rights to the home stadium of Athletico Paranaense.

The Brazilian Série A club, Athletico Paranaense have announced a partnership with the communications technology company, Ligga.

As part of the agreement, the technology firm has acquired naming rights to the home stadium of Campeonato. The 15-year agreement changes the club’s Estádio Joaquim Américo Guimares, also called the Arena da Baixada, to Ligga Arena.

The deal’s financial details were not made public, although Brazilian news site Globo estimated that it would be valued at about R$200 million (€38.5 million or $41.9 million), or R$13.3 million per season.

From 2005 to 2008, Kyocera, a Japanese consumer electronics firm, sponsored the stadium. Since then, the stadium has been without a naming-rights partner. According to Athletico, the agreement with Ligga aims to make the stadium Brazil’s most ‘connected, innovative, and intelligent’ versatile venue. Since last year, Ligga has supported the club as a sponsor.

The naming-rights agreement goes into effect from today i.e. June 24, the stadium’s 24th anniversary of opening.

Adeodato Volpi Netto, Chief Executive, Ligga, said, “We are very excited about all the possibilities that exist from this announcement, which will go down in the history of Ligga and Athletico. Those who go to the stadium to watch the games can expect many innovations that will improve the experience there. And the possibilities are exponential with the arrival of 5G technology.”

Aguinaldo Farias, President of Athletico, said, “We are very happy with the partnership with Ligga. The club invested for years in the structure of the stadium so that, at this moment, the naming rights could be consolidated. Combining the club’s brand with Ligga, a company from Paraná, is a source of pride for us. We are certain that this union will bring many benefits to people from Paraná and to all fans who attend the stadium, related to innovation, technology and digital experience.”

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