19 Mar Benfica look to sell Estádio da Luz naming rights in WME Sports partnership
Portuguese soccer giants Benfica have appointed WME Sports to find naming rights partners for their Estádio da Luz home ground and the club’s youth academy.
As part of the sponsorship search, the exclusive commercial partnership will see the sports representation arm of the Endeavor-owned WME agency provide the Primeira Liga club with valuation, data and insights services powered by Endeavor Analytics.
The 65,000-seater Estádio da Luz, which played host to the conclusion of last year’s Uefa Champions League, European club soccer’s premier tournament, has not had a naming rights sponsor since opening in October 2003.
Meanwhile, the club’s academy has produced an array of talent in recent years, including the likes of João Felix, Bernardo Silva, Ruben Dias and Renato Sanches.
Commenting on the deal with WME Sports, Benfica chief executive Domingos Soares de Oliveira said he expected the agency to bring “an unrivalled network of global sponsors to the table.”
“We can’t wait to start collaborating with them to find the right partners for our two most prized assets, the stadium and the academy,” he added. “This is part of our strategy to continue to position Benfica as a truly international club with a global reach, ensuring that we maximise our brand potential.”
Benfica are the latest high-profile sports team to enlist the services of WME Sports, which in recent years secured the Denver Broncos’ stadium naming rights deal with Empower Retirement and the Los Angeles Lakers’ jersey patch partnership with Wish.
Karen Brodkin, co-head of WME Sports and executive vice president of content strategy and development at Endeavor, added: “The club’s iconic ‘Stadium of Light’ and award-winning, star-producing academy provide an opportunity for brands to not only connect with millions of football fans around the world, but also the six million tourists visiting Portugal’s vibrant capital city each year.
“We’re looking forward to utilising our international sports property sales expertise and a collaborative, data-driven approach to find the right strategic partners for these prestigious global properties.”
By: Sam Carp via SportsPro Daily