The name of the stadium hosting the Brazil vs. Tunisia match, now known as Decathlon Arena, stems from a naming rights deal with the French sporting goods giant, Decathlon. This agreement, which became effective for the 2022/23 season, marks a significant evolution for the venue originally named Stade PierreMauroy.
Details of the Naming Rights Agreement
Decathlon’s agreement with the Metropole Européenne de Lille (MEL) involves a financial commitment of approximately €6 million over five years. This alliance allows Decathlon to brand the stadium across commercial communications and international events.
Background of the Venue
- Location: Lille, France
- Inauguration Date: 2012
- Capacity: 50,000 spectators
- Ranking: Fourth largest stadium in France
The Decathlon Arena is recognized for its versatility, hosting various events beyond football, including concerts and cultural activities. This adaptability is largely due to its retractable roof, which can close in about one hour, enabling an array of events.
Historical Partnerships
Prior to the agreement with Decathlon, the venue sought naming rights partnerships with four different companies from 2013 to 2018. These included Crédit Mutuel, Carrefour, Nacarat, and the Conseil Général du Nord, each contributing around €2 million annually. None of these agreements matched the longevity and commercial synergy seen with Decathlon.
Significance of the Name
The name Stade PierreMauroy remains in use, honoring the former French Prime Minister who significantly impacted Lille’s political landscape from 1981 to 1984. The coexistence of both names in local media and among fans reflects the stadium’s rich history and recent transformation.
As the arena prepares to hold highprofile matches like Brazil vs. Tunisia, its dual identity exemplifies a blend of tradition and modern enterprise in French football.