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Gillette Brazil naming deal may struggle for media mentions

WIDESPREAD COVERAGE of Proctor and Gamble shaving brand Gillette signing on as naming rights partner to the Brazilian National football team may turn out to be the best part of the deal. Brazilian media has an explicit policy of ignoring commercial naming rights partners considering it “free advertising”. There has been only one stadium naming rights deal done in the market to date when in 2005 Japanese printer manufacturer Kyocera agreed to name the stadium of Atlético Paranaense. The official name of the stadium duly changed from Arena da Baixada to Arena Kyocera but not once in three years did the media make reference to the new partnership. Naming a series of international friendlies may not be easy but it may help Gillette overcome the other main barrier to naming rights in Brazil; the habit by fans of adopting their own nicknames for sports venues.

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