Multi-national events and ticketing company Live Nation has secured naming rights to Estadio Monumental as part of a wide-ranging, long-term deal with Argentine soccer giants River Plate.
The agreement begins on January 1, 2027, and also includes live entertainment companies DF Entertainment and Dale Play Live.
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The 10-year deal is understood to be worth around $110 million and will help to fund River’s stadium renovation plans.
From the start of 2027, the agreement grants Live Nation the exclusive presentation of live shows at the Monumental, as well as marketing the naming rights to the 85,018-capacity venue.
Argentinian supermarket brand Mâs has held the stadium naming rights since 2022.
That seven-year deal will run until the start of the 2029 season and is said to be worth $20 million in total to the Buenos Aires-based club.
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By GlobalDataUnder the partnership, DF Entertainment will promote international shows, while Dale Play Live will lead promotion for Latin artists.
In addition, River Plate members will receive access to dedicated pre-sale ticket allocations for select shows.
The multi-faceted deal is aimed at turning the stadium into a premier destination for global touring artists and major live events, generating regular revenue streams outside of soccer matches.
As well as River Plate, the stadium is the main home of the Argentina national team.
Earlier this week, the club announced plans to further expand its stadium to a capacity of 101,000 to make it the second-largest club soccer stadium in the world.
The expansion will be made possible via a new tier of seating and the introduction of a roof covering all stands.
The stadium has undergone several renovations in the past, with the most recent finishing in 2023 to increase the capacity from around 61,000.
River have been working with German company Schlaich Bergermann Partner over the past year to devise the final specifications of the new roof.
Bidding for the contract is scheduled to open next month, with construction projected to begin in the first week of April.
The new design will allow for the addition of approximately 16,000 seats in the new upper tier at no extra cost to members, increasing the total number of general admission seats within the stadium from 24,000 to 40,000.
River said the project is expected to take approximately 36 months to complete, with an estimated cost exceeding $100 million.
