February 2 – Ticketing giant Live Nation has secured the naming rights to River Plate’s Estadio Monumental as part of a long-term commercial partnership with Argentina’s most powerful club.
The agreement, which comes into effect on January 1, 2027, also brings leading local promoters DF Entertainment and Dale Play Live into the agreement and is understood to be worth approximately $110 million over 10 years. The deal will play a central role in funding River’s latest round of stadium redevelopment.
From the start of 2027, Live Nation will also take exclusive responsibility for presenting live events at the Monumental, as well as commercialising the naming rights to the iconic 85,018-seat venue. The move positions the stadium as a valuable asset in Live Nation’s South American live-events strategy, as the region becomes a destination for some of the world’s top performers.
River already have existing naming-rights partnership with Argentine supermarket chain Mâs, which has held the rights since 2022, but River has said the deals will overlap. The Mâs seven-year deal runs through the start of the 2029 season and is reported to be worth around $20 million to the Buenos Aires-based club.
Operationally, DF Entertainment will handle promotion for international touring acts, while Dale Play Live will focus on Latin artists. As with many clubs, stadiums are now becoming more than a matchday experience.
Last week, River announced plans to expand the Monumental to a capacity of 101,000, which would make it the second-largest club football stadium in the world.
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