River Plate has officially entered a new financial and structural chapter regarding its home ground, as the club transitions away from its previous naming rights partner and prepares a multi-million-dollar framework for the future, according to reports from multiple sports outlets.
Since September 1, the historic venue in Buenos Aires has officially dropped the commercial identifier associated with the brand Más—owned by the Dorinka firm and part of the Grupo de Narváez—and returned to its traditional designation, the Estadio Monumental, as reported by outlets including Sol Play 91.5. The original naming rights agreement, which began in April 2022 and was initially scheduled to run through 2029, was brought to an early close after Dorinka decided to rescind the contract ahead of schedule.
With the commercial partnership concluded, all exterior and interior signage linked to the brand has been removed from the grounds in Núñez. According to club plans outlined in regional reporting, the stadium will keep its traditional, unadorned name through the end of 2026. Formal management discussions to secure a brand-new official naming rights sponsor will not open until the following year.
The Long-Term Agreement With Live Nation
Looking ahead to the next decade, River Plate’s leadership has already secured a multi-year foundational partnership with the American entertainment giant Live Nation, according to coverage by Deportv. That agreement is slated to take formal effect on January 1, 2027.
The comprehensive deal spans 10 years and totals 110 million dollars plus tax. Within that global sum, 80 million dollars represents a guaranteed financial floor covering 120 musical concerts scheduled to take place at the stadium through December 31, 2036. Meanwhile, Live Nation guarantees the remaining 30 million dollars specifically for managing and marketing the venue’s naming rights.
Under the terms of the agreement, if the American company secures an external brand willing to pay a higher fee for the naming rights, any economic surplus beyond the baseline will be split evenly between Live Nation and River Plate, subject to club approval.
Modernization and Strategic Alliances
The economic value of the stadium has climbed significantly due to ongoing, large-scale architectural renovations. Current construction phases at the venue include the building of a fifth tier and the installation of a modern canopy roof designed to cover the entirety of the seating bowls. These structural upgrades have substantially increased the venue’s commercial appeal, drawing strong interest from major international corporations looking to attach their brands to the club’s facility.
Alongside the future naming structure, River Plate also finalized a separate strategic alliance with Visa, focused on digital payment processing and digital infrastructure. That agreement runs through 2031 and totals 10 million dollars plus tax. The partnership introduces exclusive financial benefits, hospitality access, and upgraded transaction technology designed to streamline matchday purchases across the stadium grounds, including sponsorship of the hospitality sector in the “1901” tavern during matchdays.
River Plate’s next steps involve navigating the interim period under the classic Estadio Monumental banner while advancing construction milestones ahead of the 2027 transition to the Live Nation partnership.
