Croatian Company Wins Naming Rights for Belgrade Arena?

Total Croatia News

Atlantic Group has submitted a bid for the main sponsorship of the 25,000 seat sports hall.

Croatia’s Atlantic Group is the only company which has submitted an offer to be the main sponsor of the Arena Belgrade, a multipurpose sports hall in the Serbian capital. The Serbian media reported that Belgrade Arena had received just one offer for the main sponsorship and that the company in question is Atlantic, reports on September 15, 2017.

 There are no official statements from the company, and the leadership of Arena did not want to comment. However, it is clear that, with such an offer, Atlantic Group wants to consolidate its image in this important market, while Arena will be able to increase the number of events held, which currently stands at between 50 and 70 per year.

For Atlantic Group, Serbia is the second largest market, and that is why synergy will be effective, especially for a company which is already significantly involved in sports. Atlantic Group’s most significant sponsorship is the Cedevita Zagreb basketball club, but it is also present as a sponsor in skiing, biking…

In Serbia, Atlantic Group owns Grand Prom, Soko Štark and Foodland companies, as well as the production facilities of Palanački Kiseljak and Multivita. If the Croatian offer is accepted and, according to the Serbian media, this is almost certain, Emil Tedeschi’s company will be able to change the name of the sports hall, adding a name of its brand to the official name. It is not yet known which brand will be selected. Also, Atlantic Group will also be able to place marketing panels with the new name inside the facility and control the conclusion of contracts with other sponsors.

The final decision about the new sponsor of the Belgrade Arena will be known in 14 days when the commission for the selection of the sponsor determines whether all the conditions have been fulfilled. This summer, rumours were that Samsung and Huawei had the best chance for the sponsorship. But, ultimately, it seems that the only interested company was Atlantic. It allegedly offered the 1.25 million euros requested.

The contract will be in effect for five years. Until this year, the hall was named Kombank Arena after the primary sponsor, Komercijalna Banka. In addition to sports competitions, the hall also organises concerts, fairs and business conferences. It covers 48,000 square metres on 6 floors, and it can accommodate up to 25,000 spectators.

Translated from


Subscribe to our newsletter

the fields marked with * are required
Email: *
First name:
Last name:
Gender: Male Female
Please don't insert text in the box below!

Leave a Comment