Live Nation Entertainment has finalized a 10-year agreement reportedly worth $110 million with Argentine professional sports club Club Atlético River Plate for exclusive concert access and naming rights at the Mâs Monumental Stadium in Buenos Aires.
The deal marks a significant expansion of the ticketing giant’s presence in Latin America’s live entertainment market.
The deal, which takes effect January 1, 2027, brings together Live Nation with two Argentine promoters: DF Entertainment, which has managed international acts at the venue since 2022, and Dale Play Live, which specializes in Latin American artist promotion.
Live Nation acquired DF Entertainment in December 2018.
Dale Play Live, meanwhile, is the live entertainment and concert promotion division of powerhouse Argentine entertainment company Dale Play. Last year, Rimas Entertainment, best known as the home of Latin music superstar Bad Bunny, acquired a ‘significant’ stake in Dale Play Records.
The partnership grants Live Nation presentation rights for all live shows at the 85,000-capacity stadium while securing its naming rights for the duration of the contract.
Under the agreement, River Plate will receive $80 million tied to a minimum of 120 matches over the contract period, plus an additional $30 million for naming rights. The club retains approval authority over any proposed stadium name and will receive supplementary payments if annual shows exceed the allocation of 12 dates per year.
The bulk of the payment due to River Plate is scheduled to be distributed during the first year of the partnership. River Plate said the funds will be used for football investment planning, sustaining infrastructure projects and reducing the club’s debt.
In a press release on Thursday (January 29), River Plate said the partnership represents a shift in its revenue model, adding “a new and significant flow of income” from entertainment alongside its existing stadium operations.
River Plate said in a translated text of its statement: “This agreement allows us to face the coming years with stability and predictability, promotes the sporting and institutional growth of the Club and enhances River Plate’s global presence in the entertainment industry.”
As part of the deal with Live Nation, River Plate members will receive dedicated pre-sale access to up to 10,000 tickets for each concert.
DF Entertainment will continue handling international touring acts, while Dale Play Live will manage bookings for Latin American artists.
For Live Nation, the deal further expands its stadium presence in the Latin American market.
About two weeks ago, Live Nation announced that it is set to make a majority investment in Bizarro Peru, one of the country’s top concert promoters. Bizarro has produced and promoted concerts and live experiences in Peru for both international touring artists and top regional talent with a focus on Spanish-language music.
Last summer, Live Nation upped its stake in Mexican concert promoter OCESA from 51% in December 2021 to 75% in a $646 million transaction.
In December, the company acquired a majority stake in Movistar Arena in Santiago, Chile, and acquired Colombia’s Páramo Presenta in 2023.
In May 2025, Live Nation acquired SD Concerts, a live entertainment company in the Dominican Republic.
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