The Parisian concert hall Paris La Défense Arena will change its name on July 1st. It will take the name of a company, according to the marketing practice of naming. Find out what the name of this company is.
Bad Bunny or Céline Dion will not sing at Paris La Défense Arena. The largest indoor hall in Europe will change its name by then. On July 1, it will take a new name: Plenitude Arena.
A huge publicity stunt for the brand which is seeking to make itself known to the French. Launched in France at the end of 2024, Plenitude is the fourth largest energy supplier on the French residential market. This subsidiary of Eni, the Italian energy giant, is present in around fifteen countries, mainly in Europe, for a total of around 11 million customers.
An energy challenge, a brand to be known
“Imagine that a concert of 40,000 people is a small town for a few hours. These are exactly the kind of energy challenges that interest us,” rejoices Mauro Fanfoni, the president of Plenitude France.
“Plenitude is not there just to impose a logo on a facade,” explains Frédéric Longuépée, CEO of the room located in Nanterre (Hauts-de-Seine). This partner is also the new electricity supplier for the enclosure.
The company specializing in energy transition promises in particular to provide renewable electricity, partly from its French solar production, and will equip car parks with charging stations for electric vehicles.
Several tens of millions of euros
The choice to affix a commercial brand name is called naming. This marketing practice allows a company to give its name to a sports venue or an event, in exchange for a financial contribution. The precise amount of the contract, with a minimum duration of seven years, has not been given, but amounts to several tens of millions of euros.
Paris La Défense Arena belongs to the family holding company of Jacky Lorenzetti and has been the subject, since January, of a takeover by the American entertainment giant Live Nation.
