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.
About GL events
A GL eventsis one of the world's largest groups in the events industry. Headquartered in Lyon, France, the company is present in 24 countries, in which manages dozens of venues for events. With 4,000 employees, the group has already organized over 4,000 attractions.
With offices in Rio de Janeiro, Sao Paulo and Parana, GL events manages a portfolio of 12 companies and it is the only Latin American group operating throughout the events supply chain: ranging from the conception, venue management, design, construction, supply of structures and catering services to hospitality, organization of exhibitions and production of brand events.