Live Nation secures River Plate naming rights and concert deal

River Plate have agreed a 10-year partnership that grants Live Nation Entertainment exclusive rights to present live shows at Mâs Monumental Stadium and to market the stadium’s naming rights from 1 January 2027. The arrangement also brings in Argentina-based promoters DF Entertainment and Dale Play Live, with DF set to handle international shows and Dale Play Live leading Latin-artist promotions as part of the stadium’s concert programme. River described the agreement as a “historic” deal for the club and said it is worth US$110m plus taxes, covering the right to stage shows at the stadium over the next decade and the associated commercial and operational rights, alongside the naming rights component.Under the terms published by River, the contract includes 12 concert dates per year, with additional income due to the club if the annual number of dates is exceeded. River also retained the right to evaluate and approve any brand proposed for the stadium’s naming rights, based on its institutional criteria. The club positioned the agreement as part of a broader effort to create a new, predictable revenue stream alongside its stadium modernisation work, with the aim of supporting football investment, infrastructure projects and debt reduction.River also set out supporter benefits as part of the partnership, stating members will receive dedicated pre-sale access for select shows, including an allocation of up to 10,000 tickets per artist during the pre-sale window. Live Nation said the deal is intended to strengthen Buenos Aires’ position on the global touring circuit by expanding the stadium’s pipeline of major live events, with River’s member base given added access to high-demand shows.