{"id":144713,"date":"2025-10-10T17:58:40","date_gmt":"2025-10-10T20:58:40","guid":{"rendered":"https:\/\/folhadoleste.com.br\/?p=144713"},"modified":"2025-10-10T17:58:40","modified_gmt":"2025-10-10T20:58:40","slug":"venda-naming-rights-maracana","status":"publish","type":"post","link":"https:\/\/folhadoleste.com.br\/en\/venda-naming-rights-maracana\/","title":{"rendered":"Governo do Rio estuda venda dos naming rights do Maracan\u00e3"},"content":{"rendered":"<div id=\"attachment_144714\" style=\"width: 1310px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-144714\" class=\"size-full wp-image-144714\" src=\"https:\/\/folhadoleste.com.br\/wp-content\/uploads\/2025\/10\/Governo-do-Rio-venda-naming-rights-Maracana-Rafael-Ribeiro-CBF.jpg\" alt=\"\" width=\"1300\" height=\"700\" \/><p id=\"caption-attachment-144714\" class=\"wp-caption-text\">Governo do Rio estuda venda dos naming rights do Maracan\u00e3 | Rafael Ribeiro\/CBF<\/p><\/div>\n<p style=\"text-align: justify;\" data-start=\"716\" data-end=\"977\">A <strong data-start=\"718\" data-end=\"757\">venda dos naming rights do Maracan\u00e3<\/strong> voltou \u00e0 pauta do Governo do Estado do Rio de Janeiro. A <strong data-start=\"815\" data-end=\"829\">Casa Civil<\/strong> recebeu autoriza\u00e7\u00e3o para estudar a proposta, que pode render <strong data-start=\"891\" data-end=\"920\">at\u00e9 R$ 40 milh\u00f5es por ano<\/strong> aos clubes administradores, <strong data-start=\"949\" data-end=\"974\">Flamengo e Fluminense<\/strong>.<\/p>\n<h3 style=\"text-align: justify;\" data-start=\"984\" data-end=\"1034\"><strong data-start=\"988\" data-end=\"1032\">Neg\u00f3cio de alto potencial para os clubes<\/strong><\/h3>\n<p style=\"text-align: justify;\" data-start=\"1035\" data-end=\"1365\">O projeto \u00e9 visto como uma forma de <strong data-start=\"1071\" data-end=\"1096\">alavancar as receitas<\/strong> do est\u00e1dio mais simb\u00f3lico do pa\u00eds. A concess\u00e3o atual, assinada em <strong data-start=\"1163\" data-end=\"1183\">setembro de 2024<\/strong>, garante ao <strong data-start=\"1196\" data-end=\"1222\">Flamengo 65% da gest\u00e3o<\/strong> e ao <strong data-start=\"1228\" data-end=\"1246\">Fluminense 35%<\/strong>.<\/p>\n<p style=\"text-align: justify;\" data-start=\"1035\" data-end=\"1365\">A proposta mira ampliar o retorno financeiro do complexo e modernizar a opera\u00e7\u00e3o, sem afetar o patrim\u00f4nio cultural.<\/p>\n<h3 style=\"text-align: justify;\" data-start=\"1372\" data-end=\"1427\"><strong data-start=\"1376\" data-end=\"1425\">Experi\u00eancias bem-sucedidas em outros est\u00e1dios<\/strong><\/h3>\n<p style=\"text-align: justify;\" data-start=\"1428\" data-end=\"1777\">A pr\u00e1tica de <strong data-start=\"1441\" data-end=\"1467\">venda de naming rights<\/strong> \u00e9 comum no exterior e vem crescendo no Brasil. Em S\u00e3o Paulo, exemplos de sucesso incluem a <strong data-start=\"1559\" data-end=\"1580\">Neo Qu\u00edmica Arena<\/strong>, do Corinthians, o <strong data-start=\"1600\" data-end=\"1618\">Allianz Parque<\/strong>, do Palmeiras, e o <strong data-start=\"1638\" data-end=\"1650\">MorumBis<\/strong>, do S\u00e3o Paulo. O Maracan\u00e3, por ser <strong data-start=\"1686\" data-end=\"1697\">tombado<\/strong> e <strong data-start=\"1700\" data-end=\"1733\">pertencer ao governo estadual<\/strong>, depende de aprova\u00e7\u00e3o t\u00e9cnica e jur\u00eddica.<\/p>\n<h3 data-start=\"1428\" data-end=\"1777\">O que \u00e9 <span data-huuid=\"6284074872821929682\">Naming rights<\/span><\/h3>\n<p style=\"text-align: justify;\" data-start=\"1428\" data-end=\"1777\"><span data-huuid=\"6284074872821929682\">Naming rights \u00e9 um\u00a0<mark class=\"QVRyCf\">acordo de patroc\u00ednio onde uma empresa paga para ter seu nome associado a um local (como est\u00e1dios, arenas, ou esta\u00e7\u00f5es de metr\u00f4) ou evento<\/mark>.\u00a0<\/span><\/p>\n<p style=\"text-align: justify;\" data-start=\"1428\" data-end=\"1777\"><span data-huuid=\"6284074872821929465\">Na pr\u00e1tica, isso geralmente envolve a adi\u00e7\u00e3o do nome da empresa ao nome original do espa\u00e7o, como em &#8220;Allianz Parque&#8221; (antigo Palestra It\u00e1lia\/Parque Antarctica) ou &#8220;Neo Qu\u00edmica Arena&#8221; (antiga Arena Corinthians), ou a substitui\u00e7\u00e3o completa do nome, gerando receita para o local e visibilidade para a marca.<span class=\"pjBG2e\" data-cid=\"f7d13e01-54eb-4835-9384-3da9d388a479\"><span class=\"UV3uM\">\u00a0<\/span><\/span><\/span><\/p>\n<h3 style=\"text-align: justify;\" data-start=\"1784\" data-end=\"1825\"><strong data-start=\"1788\" data-end=\"1823\">Patrim\u00f4nio sob an\u00e1lise do Iphan<\/strong><\/h3>\n<p style=\"text-align: justify;\" data-start=\"1826\" data-end=\"2150\">O <strong data-start=\"1828\" data-end=\"1894\">Instituto do Patrim\u00f4nio Hist\u00f3rico e Art\u00edstico Nacional (Iphan)<\/strong> refor\u00e7ou que qualquer altera\u00e7\u00e3o no nome do est\u00e1dio deve ser previamente submetida \u00e0 an\u00e1lise.<\/p>\n<p style=\"text-align: justify;\" data-start=\"1826\" data-end=\"2150\">Embora o edital de concess\u00e3o n\u00e3o pro\u00edba a mudan\u00e7a, tamb\u00e9m <strong data-start=\"2046\" data-end=\"2083\">n\u00e3o especifica autoriza\u00e7\u00e3o direta<\/strong>. Por isso, a decis\u00e3o exige parecer jur\u00eddico e t\u00e9cnico detalhado.<\/p>\n<h3 style=\"text-align: justify;\" data-start=\"2157\" data-end=\"2197\"><strong data-start=\"2161\" data-end=\"2195\">Diverg\u00eancias dentro do governo<\/strong><\/h3>\n<p style=\"text-align: justify;\" data-start=\"2198\" data-end=\"2481\">Apesar do otimismo de clubes e investidores, o <strong data-start=\"2245\" data-end=\"2274\">governador Cl\u00e1udio Castro<\/strong> se mant\u00e9m <strong data-start=\"2285\" data-end=\"2295\">c\u00e9tico<\/strong> quanto \u00e0 viabilidade da venda. Integrantes do governo defendem uma alternativa: <strong data-start=\"2376\" data-end=\"2425\">vender apenas os direitos de nome dos setores<\/strong> do est\u00e1dio, preservando a marca principal \u201cMaracan\u00e3\u201d.<\/p>\n<p style=\"text-align: justify;\" data-start=\"2483\" data-end=\"2619\">A expectativa \u00e9 que o governo <strong data-start=\"2513\" data-end=\"2573\">publique uma resolu\u00e7\u00e3o sobre o tema at\u00e9 o fim de outubro<\/strong>, definindo as diretrizes para a negocia\u00e7\u00e3o.<\/p>\n<pre style=\"text-align: center;\"><span style=\"color: #000000;\"><span style=\"color: #ff0000;\"><strong>+ <\/strong><\/span><\/span><span style=\"color: #000000;\"><strong><span style=\"color: #ff9900;\">MAIS NOT\u00cdCIAS DE ESPORTES?<\/span> <span style=\"color: #008080;\"><a style=\"color: #008080;\" href=\"https:\/\/folhadoleste.com.br\/en\/category\/esportes\/\">CLIQUE AQUI<\/a><\/span><\/strong><\/span><\/pre>","protected":false},"excerpt":{"rendered":"<p>A venda dos naming rights do Maracan\u00e3 voltou \u00e0 pauta do Governo do Estado do Rio de Janeiro. A Casa Civil recebeu autoriza\u00e7\u00e3o para estudar a proposta, que pode render at\u00e9 R$ 40 milh\u00f5es por ano aos clubes administradores, Flamengo e Fluminense. Neg\u00f3cio de alto potencial para os clubes O projeto \u00e9 visto como uma forma de alavancar as receitas do est\u00e1dio mais simb\u00f3lico do pa\u00eds. A concess\u00e3o atual, assinada em setembro de 2024, garante ao Flamengo 65% da gest\u00e3o e ao Fluminense 35%. A proposta mira ampliar o retorno financeiro do complexo e modernizar a opera\u00e7\u00e3o, sem afetar o [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":144714,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[48,65],"tags":[2204,334,432,30947,105,3162,95187,95190,11839,285,124,101,19716,31162,5415,3755,286,23256,90345,95189,95188,2230],"class_list":["post-144713","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-esportes","category-futebol-esportes","tag-casa-civil","tag-claudio-castro","tag-concessao","tag-contrato-de-concessao","tag-esportes","tag-estadio","tag-estadio-do-maracana","tag-estadio-publico","tag-fla-flu","tag-flamengo","tag-fluminense","tag-futebol","tag-futebol-carioca","tag-gestao-esportiva","tag-governo-do-rio","tag-iphan","tag-maracana","tag-marketing-esportivo","tag-naming-rights","tag-naming-rights-brasil","tag-renda-do-futebol","tag-tombamento","post--single"],"yoast_head":"<!-- This site is optimized with the Yoast SEO 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