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Salvador’s Arena Fonte Nova has signed a 10-year naming rights deal with beer brand Itaipava, with the agreement marking the first such contract for Brazil’s 2014 FIFA World Cup venues.

Salvador’s Arena Fonte Nova has signed a 10-year naming rights deal with beer brand Itaipava, with the agreement marking the first such contract for Brazil’s 2014 FIFA World Cup venues.

The contract with Itaipava’s parent company, the Petropolis brewery, is worth a reported R$100 million (US$49.5 million). However, under FIFA regulations the new 56,000-seat stadium will be unbranded during the World Cup itself. The Arena Fonte Nova has been built on the site of the old stadium and is set for its official opening on Friday ahead of its first game, the derby clash between Bahia and Vitoria, on Sunday. The venue will host six games during the World Cup, along with three matches at this year’s Confederations Cup.

“Winning this contract at the beginning of operations is of the utmost importance for the economic sustainability of the venue, and allows the reduction of public investment from the state government, as set out in the PPP (public-private partnership) contract,” said Frank Alcantara, president of the Arena Fonte Nova. “This shows our cutting-edge management model for multi-purpose arenas in Brazil.”

Douglas Costa, director of marketing for Petropolis, added: “We are pleased to have a presence in a symbol of Bahia, which is the Fonte Nova. A public-private partnership between the government of Bahia, Odebrecht and OAS provides the credibility and security that Petrópolis seeks in business.”

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