CHILE Law and Practice Contributed by: Gonzalo Bossart and Francisco Moya, Moya & Bossart
2.2 Sponsorship Terms Sport’s Appeal for Brands
through the Ministry of Justice, prohibited non-profit organisations linked to sports, including the Chilean Football Federation, from promoting these types of activities, specifically through advertising. As a result, the local first division championship had to remove a betting company as its naming sponsor. Conversely, sports governing bodies have turned a blind eye to this. 1.4 Disciplinary Framework No response has been provided in this jurisdiction. 2. Commercial Rights 2.1 Sports-Related Rights Notable Sports-Related Commercial Rights Sports in Chile underutilise commercial opportuni - ties for monetisation. Of the vast array of possibilities that sports offer for commercialisation, in addition to sponsorships and television rights, naming rights, the operation of sports venues and merchandising stand out. The most emblematic and commercially success - ful examples of naming rights are the Claro Arena, the stadium of Club Deportivo Universidad Católica - Liga de Primera Mercado Libre , the name of the first division football championship; and the BCI Seguros Chile Open, the Association of Tennis Professionals (ATP) tournament in Santiago. Regarding the operation of sports venues, undoubt - edly the most emblematic example is the aforemen - tioned Claro Arena. This venue, inaugurated in 2025, offers a range of monetisation opportunities during match days – hospitality, brand activations, food and beverages, among others – and utilises its various halls and spaces for concerts, seminars, workshops, weddings and other events. To a lesser extent, ticketing has evolved with the intro - duction of online sales and its outsourcing to special - ised companies, as well as, in some cases, the sale of annual season tickets in football, which has allowed for a certain increase in stadium attendance and con - sequently in revenue for clubs.
As in the rest of the world, the attraction of sports in Chile for sponsors is related to its mass appeal and the positive values associated with it. Secondly, brands seek out sports that align with their own values and target social segments. This brand association is achieved through various channels, including mass media such as television and the digital channels of sports organisations – ie, social media and websites – as well as through brand presence in stadiums, on jerseys, in the press and on merchandising. Further - more, they leverage fan databases of clubs and teams to develop their own advertising campaigns, which are typically carried out in conjunction with those of the sports clubs. As mentioned earlier, sport itself generates attention for brands; nowadays, however, sports organisations actively work to enhance their appeal, mainly through digital media such as email campaigns and social media. 2.3 Broadcasting Rights The exploitation of television rights by broadcasters was previously based on the sale of sponsorships. This was the case when broadcasters relied on free- to-air television. However, with the emergence of cable television, this changed – or rather, expanded to subscription or pay-per-view revenue. The most emblematic case in Chile is that of Canal del Fútbol (the Football Channel), created and managed by the National Association of Professional Football ( Asociación Nacional de Fútbol Profesional – ANFP), which was sold as a product of the association with cable and free-to-air television operators. This chan - nel ceased to exist in 2018, when it was acquired by the North American television conglomerate Warner Bros.
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