El Millonario terminated the agreement it had with Chango Más and secured a multimillion-dollar income from the naming of its stadium
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River is moving forward into a new stage of its institutional and commercial transformation. El Millonario decided to mutually terminate the naming contract for the Monumental that it had maintained with Dorinka since 2022, the company that owns the Chango Más hypermarkets, and it already has a new agreement.
The early termination of the agreement, which had brought River close to 20 million dollars over seven years, allowed the club's leadership to negotiate more favorable conditions and guarantee a much higher minimum revenue. In that regard, the leadership reached an agreement with another company to change the name of its stadium for a much higher amount.
El Más Monumental cambiará de nombre
According to reports, La Banda has already secured at least 30 million dollars for the stadium's naming rights starting in 2027, a figure that could increase if a better offer appears. In that process, U.S. company Live Nation will play a central role in the commercialization of the naming rights, within the framework of a broader agreement that links both parties.
A few days ago, River signed with Live Nation a ten-year, 110-million-dollar contract for concerts and events at Monumental. That agreement also includes a specific clause for the stadium's naming rights, which provides for a base income of 3 million dollars per year, with the particular feature that both the club andthe promoter can submit better proposals and share the profits, as long as there is an agreement between both parties.
If no better alternative emerges, the stadium would be renamed "Live Nation Monumental" starting next year. However, over the coming months the scenario will remain open and the final name could change.
River firmó un acuerdo con Live Nation por diez años
Meanwhile, this new deal positions River as the South American club with the highest revenue from stadium naming rights, ahead of Brazilian institutions such as Corinthians, Palmeiras and Atlético Mineiro.
The agreement is part of a context of strong growth for both the club and Monumental, which today has a capacity of more than 85,000 spectators and continues its modernization process, with expansion and roofing plans that seek to consolidate it as one of the most important venues on the continent.
