State holds public hearing on 'naming rights' of public facilities

The State Government, through the State Secretariat of Planning and Administration (Seplad), held a public hearing on the morning of this Thursday (26) to discuss the granting of "naming rights" for five important public facilities in Pará. The initiative, which primarily focuses on valuing public assets, included participation from civil society, both in person and online.

The administrative figure of 'naming rights' aims to attract private investment without compromising public access and the social function of the spaces. The expectation is that the resources obtained through the concessions will allow for modernization, expansion of infrastructure, and improvement of services provided, directly benefiting the population.

The Attorney General of the State, Ricardo Nasser Sefer, explained the new project of the Government of Pará, which proposes raising funds through the commercial use of the names of public facilities with a tourist and sports profile. Public hearings are the method found by the administration to broaden the debate.

“This is a new project in Brazil, in Pará, and we decided, together with Seplad, to hold this public hearing to allow for qualification, expansion, and democratization of the debate, based on listening and collecting suggestions about the possibility of obtaining public resources through the use of the names of public facilities. Specifically, those with a tourist and sports profile that can be commercially explored. It is important to clarify to the people of Pará that any gains from the commercial use of the names of public facilities are public resources. They will enter the State's coffers and will be used according to the state law that regulates the subject. The priority will be the maintenance of these spaces themselves, relieving the State Treasury and freeing up resources for other areas such as health, education, public safety, and infrastructure, that is, for everything that the State must provide with the taxes we all pay,” said Attorney Ricardo Sefer.

For the Deputy Secretary of Modernization and Administrative Management of Seplad, Gabriel Perez, the initiative represents a strategic advance for the State. “The granting of resources will have a financial counterpart from the company that uses the naming rights for brand promotion. So, after the bidding process, in the auction modality, the State will receive a contribution of resources from this company as a counterpart. And this resource will be used primarily for the maintenance and investment in these public facilities, relieving the State of this additional cost, thus opening up room for use in other areas, such as investments in health, education, the environment, including urban mobility.”

“This partnership brings mutual benefits because along with the relevance of the public facility, the State can provide greater prospecting, greater promotion of these facilities considering the breadth of the brand. Since these are facilities aimed at having a very large tourist vocation and are symbols of our city, there is no loss of identity, of the name of the place because the root of the name remains and a prefix or suffix corresponding to the private brand is added,” said the secretary.

During the hearing, the expected economic, social, and cultural impacts of granting the "naming rights" of the State Stadium Journalist Edgar Proença (Mangueirão), Arena Guilherme Paraense (Mangueirinho), Estação das Docas, Amazon Convention and Exhibition Center (Hangar), and Mangal das Garças were presented.

The event took place in the auditorium of the Attorney General's Office in Belém and brought together representatives from the government, interested companies, and citizens. The public was able to give their opinions, both those participating in person and those watching via the virtual meeting room or on YouTube.

“It is a matter of relevance for us Pará residents to be informed about the bidding processes that occur precisely due to the granting of naming rights. My expectation is that these resources will improve infrastructure, the quality of life of Pará residents, in public places that are places of construction, culture, Pará history, and memory. So, I hope that in a few years we can really see tangible results in the life and quality of life of Pará residents,” expressed Maria Clara Reis, researcher of the Urbanism GT of Climate Reality.

The adoption of "naming rights" as a public policy has already been implemented by state and municipal governments in different regions of the country, in facilities that remain under direct management of the State.

In São Paulo, for example, the State Government partnered with a company that acquired the naming rights of the Pacaembu Stadium, resulting in an important additional source of revenue for public coffers. Just like Salvador, with the Arena Fonte Nova, and Pernambuco, with the Arena Pernambuco.

Measures like this have generated resources that enable States to increase investments in essential areas such as education, health, security, infrastructure, and sustainability.

It is possible to access the hearing through Seplad's YouTube channel. The secretariat also informs that interested parties can send their suggestions and submissions to the email [email protected], until the next July 4th. The documents from the preparatory phase are available on the website www.compraspara.pa.gov.br.

About the granting of naming rights

The granting of naming rights, authorized by State Law No. 10.963/2025, is based on the advertising exploitation of public facilities, without prejudice to their original denomination, and with the aim of strengthening public policies in the areas of culture, sports, leisure, and tourism. The proposal is aligned with the principles of Law No. 14.133/2021, ensuring that the process follows technical and legal criteria, focusing on transparency and collective interest.

The granting involves all operational aspects, including the logistics necessary for the execution of services, according to specifications detailed in the Terms of Reference and other documents that will be part of the bidding process. The Granting of Naming Rights for the five public facilities must be conducted based on sustainability criteria, integrating economic, social, and environmental aspects.

The action reinforces the commitment of the Government of Pará to the efficiency of public management and the search for innovative solutions that promote economic, social, and sustainable development. More than an administrative measure, the "naming rights" project opens doors for new strategic partnerships that will generate concrete benefits for the State, but mainly, for the people of Pará.