Rio 2016 venue lands naming-rights partner

Direct selling company Jeunesse has acquired naming rights to the Arena Olímpica do Rio, one of the venues for the Brazilian city’s staging of the 2016 summer Olympic and Paralympic Games.

Jeunesse has sealed a three-year agreement for the naming rights to the Rio arena, which hosted all gymnastic events during the Olympics, as well as the wheelchair basketball competition at the Paralympics.

In addition to naming rights, the agreement includes external and internal brand activation opportunities including building signage and advertising space, an official Jeunesse shop allowing customers and distributors to pick up products on-site, a private branded suite, electronic scoreboard advertising and surrounding area street signage.

Rebranding of the area is currently underway with an opening event planned for April 7, marking the first anniversary of Jeunesse in Brazil, which was the company’s fastest-growing market in 2016.

Jeunesse chief visionary officer Scott Lewis said: “The Jeunesse Arena will be a fitting symbol of the hard work and success of our Jeunesse family in building our brand in Brazil and throughout Latin America.”

The facility, which holds nearly 19,000, opened in 2007 with banking group HSBC having held naming rights until last year. It has also hosted basketball games from North American league the NBA and mixed martial arts promotions from the Ultimate Fighting Championship.