Naming - or naming in French - enters the city and re-dresses our monuments. To complete the budget for the renovation of the Palais Omnisports, the City of Paris is benefiting from 3 million euros (per year for ten years) from the Accor hotel group, on the condition of attaching its brand to this temple of leisure. No longer say "Palais omnisports de Paris-Bercy" (or "POPB" for regulars), but now " AccorHotels Arena ».
A practice that is popularized for economic reasons
In Madrid, the “Puerta del Sol” metro station - in the heart of the city - has also adopted naming: the station has taken on the red color of the famous telecom group Vodafone. The trademark will be the sponsor for two years of the renovated square allowing it to rename the station " Vodafone Sol ».
In Bordeaux, the new stadium renamed " Matmut Atlantic »For 10 years was sponsored with 3,9 million euros. The same goes for the Le Mans stadium which is now called the MMArena, named after the MMA partner (historically Mutuelles du Mans Assurances).
It is actually more of an economic necessity than a fad. Budgetary constraints are forcing cities to diversify their revenues to finance the construction or renovation of leisure infrastructure. The partnership with a brand makes it possible to guarantee a few million euros over several years.