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Bordeaux metropolis launches call for naming rights of Stade Atlantique
Bordeaux Metropolis has officially opened a call for candidates to become the naming partner of Stade Atlantique, a prominent sports venue in the heart of the city. The stadium, which was originally constructed in 2016 for the UEFA Euro tournament, is now under public management since July, following the bankruptcy of the previous operator and the expiration of the naming contract with insurance company Matmut.
With the Girondins de Bordeaux football club—currently playing in National 2—still calling the stadium home, the question on the table is which company will step in to secure the lucrative naming rights and help the venue overcome its financial struggles.
A Unique opportunity for brands
Bordeaux Metropolis has positioned this as a unique opportunity for companies looking to associate their brand with a state-of-the-art facility that offers both national and international visibility. The call for applications will remain open until October 31, with the local government inviting businesses to propose their bids for the naming rights.
The Stade Atlantique, which has a seating capacity of 42,115 for football matches and up to 55,000 for concerts, has already hosted major international performers such as Ed Sheeran, Muse, The Weeknd, Indochine, and Celine Dion. Additionally, the venue will be home to several high-profile rugby matches in 2026, as well as the semi-finals of the Top 14 in 2027.
Economic revival through sponsorship
The venue’s new management structure hopes to bring much-needed financial stability to the stadium, which has been a significant financial burden. The naming rights deal, once secured, will play a crucial role in maintaining the stadium’s operations while elevating the city’s status as a cultural and sporting hub.
The decision to open up the naming rights to companies comes as part of Bordeaux Metropolis’s strategy to secure long-term sustainability for the stadium, which is still closely associated with the fortunes of Girondins de Bordeaux. The football club's financial challenges have further underscored the need for external partnerships to keep the stadium operating efficiently and to enhance its appeal as a venue for both sports and entertainment events.
As Bordeaux Métropole aims to find the right partner, it emphasizes the prestige and visibility associated with hosting large-scale events at Stade Atlantique. For brands, this is not just about sponsoring a sports venue; it’s about engaging with a vibrant, growing community and tapping into the diverse opportunities that a world-class facility offers.
