Jeunesse Arena

GL events and Jeunesse, giants in their market segments, sign a naming rights agreement, and Rio Arena is now called Jeunesse Arena

Bond between both companies was signed in January and the Arena will host international music, business and sports events

With the great expansion in Brazil, American Jeunesse closed a deal with French GL events, the former manager of Rio Arena, in order to increase brand awareness in the country. Considered the world's largest direct sales phenomenon of anti-aging, Jeunesse grossed more than $ 1 billion in 2015, and upon its arrival in Brazil, in April 2016, they are likely to outtake the previous amount.

Present on the Brazilian soil for only nine months, the multinational has shown its strengths. In addition to the name, a new look will also be integrated to Jeunesse Arena, ranging from its predominant color indoors and outdoors - now blue replaces red - to a more modern brand logo, which has already been created.

For the Managing Director of Jeunesse Arena, Silvia Albuquerque, this partnership comes at a great time. "The partnership with Jeunesse couldn't have come at a better time. It is a world giant, aiming at its growth in Brazil and it is coming to add to our house, where, of course, the best events in Rio de Janeiro take place", she says.

In 2017, Jeunesse Arena will host national and international concerts and sports events, such as singer Ed Sheeran, UFC, shows family and even the world's greatest game championship, Legue of Legends, which will take place in May. In addition, the Arena has just closed a deal with Rexona to house the games of this Rio de Janeiro team in the quarterfinals of the women's volleyball Super League.

Jeunesse Arena, the only multipurpose venue in Brazil, has already hosted basketball games involving NBA teams (National Basketball Association) and concerts of global renowned artists, such as Beyonce, Paul McCartney, Elton John, Amy Winehouse, Kiss, Scorpions, among others. Besides having capacity for 2,000 to 18,000 people, it is fully air-conditioned and has a parking lot for up to 1,000 cars.

Last July, the Arena was one of the venues of the 2016 Olympics, being the first one in the history of the Olympic Games to host the three modalities of gymnastics (artistic, rhythmic and trampoline), and it also held the matches of wheelchair basketball during the Paralympic Games in August. The beginning of the last season was also marked by concerts of Lionel Richie and the heavy metal band Iron Maiden.

GL events has already invested around R$1 billion in Brazil in the last 10 years

GL events, a French company, is one of the world's largest business conglomerates in the events industry. Present in more than 20 countries in five continents, it manages 40 venues, among multipurpose arenas and convention centers, and it has already held more than 4,000 events. With revenues of EUR 953 million in 2016, the company currently has over 4,200 employees, and 36% of them are outside France. In Brazil, there are 370 employees.

The company arrived in the country in 2006, where it has already invested approximately R$ 1 billion and it has been expanding its businesses. Currently, GL events has a portfolio of six companies in Brazil, with offices in Rio de Janeiro, São Paulo and Paraná. The group is responsible for the management of convention centers São Paulo Expo, Brazil's largest one, and Riocentro, in addition to Jeunesse Arena, in Barra da Tijuca. GL events has operated in the assembly and supply of temporary installations of all major international events held in Brazil: 2007 Pan American Games, Rio + 20, 2013 FIFA Confederations Cup, 2014 FIFA World Cup, World Youth Day and the Olympics Rio 2016, in addition to other sporting events and concerts.

The only conglomerate operating in the whole supply chain of events in Latin America, the Brazilian operation of GL events works with four distinct business units, replicating the headquarters’ business model. GL events Live is in charge of the concept, production and holding of events; GL events Exhibitions takes care of projects to organize and produce trade shows, and GL events Venues manages venues for events. Brazil is the first country to operate an additional business unit, GL events Hospitality, which mainly manages hotel and food & beverages activities, and it is responsible for Grand Mercure Riocentro, a five-star hotel in Barra da Tijuca, with 306 rooms.

Besides the venues under its management, GL events has Fagga l GL events Exhibitions in its portfolio, a benchmark in organizing trade shows and entertainment throughout the country, with 50 years of experience. And GL events Live has recently incorporated LPR, specialized in assembly of booths, furniture rental and visual programming for trade shows and events.