Bogotá Arena Opens Naming Rights Tender After Movistar Exit
Bogotá Arena drops the Movistar name on October 31 and its operator opens the naming rights tender; what weighs on the sponsorship decision.
Bogotá Arena will stop being called Movistar on October 31, 2026, and its operator, BeatHub Entertainment, has opened a tender for interested companies to submit proposals for the venue's naming rights. The venue reported 168 events and more than 900,000 attendees in 2025, according to the balance reported by La República.
The change does not originate with the venue but with its corporate owners. Millicom, parent company of Tigo, acquired Movistar's operation in Colombia and its CEO, Marcelo Benítez, ruled out bidding for the sponsorship: he told Bloomberg Línea that it is not within the company's strategic line and that the focus is on network quality. In parallel, BeatHub Entertainment, co-founded by TuBoleta creator Hernando Sánchez, bought the 50% that remained in the hands of Chilean group BeLive. The venue's operation and the naming rights are separate assets, so the purchase did not by itself define the name change. For a cultural operator in the region, the case shows that a brand's showcase can weigh as much as the property itself.
Portafolio reported that the eight-year alliance, which began in 2018 with the venue's opening, ends on October 31 and that the venue is entering a new commercial stage. Sánchez indicated that companies from the banking, services and telecommunications sectors typically come to these processes. Davivienda appears among the names mentioned by the local press, although the entity told Bloomberg Línea that there is no official information about an interest. The bank has already committed COP$320,000 million, about US$100 million, to DAVIarena, a 17,200-person venue in Medellín that opens in November 2026. Bloomberg Línea estimates that the Arena contributed more than COP$500,000 million, close to US$157 million, to Bogotá's economy in 2025.
The next naming contract and its term are the data point to watch: part of the budget with which a venue of this scale sustains its show calendar and its ability to program full seasons depends on that revenue. The 168 events of 2025 are the sales argument BeatHub brings to the table.
This article was written with the assistance of artificial intelligence based on verified sources and reviewed by a human editor before publication.