BYD gives up on Morumbi naming rights, but Massis stays hopeful | OneFootball

The process for commercializing the naming rights to Morumbi has undergone a change in its short-term course. Chinese automaker BYD has definitively ended negotiations with São Paulo’s board for the acquisition of the commercial rights to the sports venue.

The talks had initially been interrupted at the end of 2025 due to compliance and governance adjustments by the automaker in the domestic market, but they resumed throughout the first half of 2026 and revolved around R$ 600 million for a ten-year contract.

However, the conversations did not progress to final contractual terms, culminating in the electric vehicle manufacturer’s decision to formally withdraw from the deal.

Despite the negative outcome with the Chinese company, São Paulo president Harry Massis expressed optimism about the stadium’s position in the corporate market.

In a meeting with niche media outlets last week at CT da Barra Funda, the executive reiterated his belief that the sports venue remains one of the most valuable assets in South American football, capable of attracting major partners in upcoming negotiation cycles.

Asset versatility and commercial appeal

The institutional strategy to enhance Morumbi’s value is based on its multi-use nature. The board believes the complex brings together unique competitive advantages that justify major financial investment from the private market:

Continuous exposure: Alignment between the elite official match calendar and the hosting of major international concert tours and large-scale corporate events;

Structure and location: High capacity, historic tradition, and a prime geographic location in the city of São Paulo;

Partner acquisition: Maintaining open channels of dialogue with companies from other sectors of the economy seeking to associate their brands with the complex.

As AVANTE MEU TRICOLOR revealed in May, the previous negotiations were for R$ 175 million over five years, that is, R$ 35 million per year, an amount higher than the R$ 25 million annually paid by Mondelez under an agreement signed at the end of 2023.

São Paulo is said to be asking for around R$ 60 million per season.

Marketing restructuring and focus on recurring revenue

As part of the institution’s recovery and economic strengthening plan, the presidency highlighted the deep restructuring process currently underway in the marketing department. Under the leadership of the new executive director, André Marques, the department is working intensely on developing projects aimed at diversifying and expanding sources of recurring income.

The priorities established for the department’s new management include:

Supporters’ Membership Program (ST): Review of plans, benefits, and strategies for attracting new members;

Ticketing Policy: Pricing study to optimize stadium occupancy rates and matchday revenue;

Brand Properties: Prospecting for new sponsors, developing commercial activations, and launching new licensed products.

The club’s board expects to present the first practical results of this restructuring in the coming months. Optimizing the revenue generated by marketing and Morumbi’s commercial contracts is being treated by management as a fundamental pillar for generating stable cash flow, allowing the club’s debt to be gradually reduced while simultaneously ensuring financial support for investment in professional football.

This article was translated into English by Artificial Intelligence. You can read the original version in 🇧🇷 here.