{"id":5121,"date":"2024-03-08T14:52:20","date_gmt":"2024-03-08T17:52:20","guid":{"rendered":"https:\/\/hml.artica.capital\/clairfield-pilulas\/o-que-sao-naming-rights\/"},"modified":"2024-03-08T14:52:20","modified_gmt":"2024-03-08T17:52:20","slug":"o-que-sao-naming-rights","status":"publish","type":"pilulas","link":"https:\/\/hml.artica.capital\/en\/clairfield-pilulas\/o-que-sao-naming-rights\/","title":{"rendered":"O que s\u00e3o Naming Rights?"},"content":{"rendered":"<p>No cen\u00e1rio competitivo de hoje, as organiza\u00e7\u00f5es est\u00e3o constantemente buscando maneiras inovadoras de aumentar a visibilidade de suas marcas e estabelecer conex\u00f5es significativas com seu p\u00fablico. Uma via poderosa para alcan\u00e7ar isso \u00e9 por meio de parcerias de naming rights.<\/p>\n\n\n\n<p>Naming rights referem-se a acordos de patroc\u00ednio nos quais empresas ou indiv\u00edduos pagam uma taxa para terem suas marcas associados a um edif\u00edcio, evento ou at\u00e9 mesmo um espa\u00e7o p\u00fablico. Aqui no Brasil, essa pr\u00e1tica acontece principalmente no mundo do futebol, com a renomea\u00e7\u00e3o de est\u00e1dios atrav\u00e9s de contratos milion\u00e1rios que podem durar at\u00e9 mais de 15 anos.<\/p>\n\n\n\n<p>Na p\u00edlula de hoje, vamos falar sobre o que s\u00e3o os naming rights, mencionar alguns fatos dessa pr\u00e1tica no Brasil, trazer pontos positivos e negativos e, por fim, apresentar os principais exemplos de naming rights no mundo do futebol brasileiro.<\/p>\n\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"804\" height=\"448\" src=\"\/wp-content\/uploads\/2025\/08\/o-que-sao-naming-rights-01.webp\" alt=\"\" class=\"wp-image-5118\" srcset=\"https:\/\/hml.artica.capital\/wp-content\/uploads\/2025\/08\/o-que-sao-naming-rights-01.webp 804w, https:\/\/hml.artica.capital\/wp-content\/uploads\/2025\/08\/o-que-sao-naming-rights-01-300x167.webp 300w, https:\/\/hml.artica.capital\/wp-content\/uploads\/2025\/08\/o-que-sao-naming-rights-01-768x428.webp 768w, https:\/\/hml.artica.capital\/wp-content\/uploads\/2025\/08\/o-que-sao-naming-rights-01-18x10.webp 18w\" sizes=\"auto, (max-width: 804px) 100vw, 804px\" \/><\/figure>\n\n\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"799\" height=\"450\" src=\"\/wp-content\/uploads\/2025\/08\/o-que-sao-naming-rights-02.webp\" alt=\"\" class=\"wp-image-5119\" srcset=\"https:\/\/hml.artica.capital\/wp-content\/uploads\/2025\/08\/o-que-sao-naming-rights-02.webp 799w, https:\/\/hml.artica.capital\/wp-content\/uploads\/2025\/08\/o-que-sao-naming-rights-02-300x169.webp 300w, https:\/\/hml.artica.capital\/wp-content\/uploads\/2025\/08\/o-que-sao-naming-rights-02-768x433.webp 768w, https:\/\/hml.artica.capital\/wp-content\/uploads\/2025\/08\/o-que-sao-naming-rights-02-18x10.webp 18w\" sizes=\"auto, (max-width: 799px) 100vw, 799px\" \/><\/figure>\n\n\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"801\" height=\"450\" src=\"\/wp-content\/uploads\/2025\/08\/o-que-sao-naming-rights-03.webp\" alt=\"\" class=\"wp-image-5120\" srcset=\"https:\/\/hml.artica.capital\/wp-content\/uploads\/2025\/08\/o-que-sao-naming-rights-03.webp 801w, https:\/\/hml.artica.capital\/wp-content\/uploads\/2025\/08\/o-que-sao-naming-rights-03-300x169.webp 300w, https:\/\/hml.artica.capital\/wp-content\/uploads\/2025\/08\/o-que-sao-naming-rights-03-768x431.webp 768w, https:\/\/hml.artica.capital\/wp-content\/uploads\/2025\/08\/o-que-sao-naming-rights-03-18x10.webp 18w\" sizes=\"auto, (max-width: 801px) 100vw, 801px\" \/><\/figure>","protected":false},"excerpt":{"rendered":"<p>No cen\u00e1rio competitivo de hoje, as organiza\u00e7\u00f5es est\u00e3o constantemente buscando maneiras inovadoras de aumentar a visibilidade de suas marcas e estabelecer conex\u00f5es significativas com seu p\u00fablico. Uma via poderosa para alcan\u00e7ar isso \u00e9 por meio de parcerias de naming rights. Naming rights referem-se a acordos de patroc\u00ednio nos quais empresas ou indiv\u00edduos pagam uma taxa [&hellip;]<\/p>","protected":false},"author":1,"featured_media":5117,"template":"","meta":[],"class_list":["post-5121","pilulas","type-pilulas","status-publish","has-post-thumbnail","hentry"],"_links":{"self":[{"href":"https:\/\/hml.artica.capital\/en\/wp-json\/wp\/v2\/pilulas\/5121","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/hml.artica.capital\/en\/wp-json\/wp\/v2\/pilulas"}],"about":[{"href":"https:\/\/hml.artica.capital\/en\/wp-json\/wp\/v2\/types\/pilulas"}],"author":[{"embeddable":true,"href":"https:\/\/hml.artica.capital\/en\/wp-json\/wp\/v2\/users\/1"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/hml.artica.capital\/en\/wp-json\/wp\/v2\/media\/5117"}],"wp:attachment":[{"href":"https:\/\/hml.artica.capital\/en\/wp-json\/wp\/v2\/media?parent=5121"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}