The deal, which comes into effect on January 1, 2027, also includes leading local promoters DF Entertainment and Dale Play Live and is expected to be worth approximately $110 million over ten years. The deal will play a central role in financing River’s latest round of stadium redevelopment.
From early 2027, Live Nation will also take on exclusive responsibility for presenting live events at the Monumental, as well as commercializing the naming rights for the iconic 85,018-seat venue. The move positions the stadium as a valuable asset in Live Nation’s South American live events strategy, as the region becomes a destination for some of the world’s best artists.
River already has a naming rights partnership with Argentinian supermarket chain Mâs, which has held the rights since 2022, but River has said the deals will overlap. Más’ seven-year deal runs until the start of the 2029 season and is reportedly worth around $20 million to the Buenos Aires club.
Operationally, DF Entertainment will handle promotion for international touring acts, while Dale Play Live will focus on Latin artists. Like many clubs, stadiums are now becoming more than just a matchday experience.
Last week, River announced plans to expand the Monumental to a capacity of 101,000, making it the second largest club football stadium in the world.
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