Ambipar brings the ‘naming rights’ trend to social causes with the Global Pact’s Ambition 2030

Ambipar, a Brazilian environmental management company with Gisele Bündchen as a shareholder, riding the ESG wave on the stock market, is applying the logic of “naming rights” to the social sphere.

Over the next two years, the company will display its brand alongside the logo of the Ambition 2030, the strategy of the UN Global Compact in the country.

“We are closely observing the ‘naming rights’ phenomenon in cultural spaces and football clubs, but not associated with social impact projects. With the Global Compact, we created a similar mechanism to link our brand and values to the Compact’s strategy,” reports Rafael Tello, Sustainability Director of Ambipar, directly from Dubai, where COP 28 is taking place.

From now on, the name of Ambipar will appear as a “sponsor” alongside the Ambition 2030 of the Global Compact. Ambipar, already an ambassador for the movement, does not disclose how much it will pay for the brand association. According to the executive, Ambipar expects the trend to be adopted by civil society.

“Why do we consider it natural for an insurance company to have its name on a sports arena and not see companies bringing resources to civil society through this mechanism?” he questions.

Ambition 2030 is a strategy launched by the UN Global Compact in Brazil in April 2022.

It consists of ten movements, such as Ambition Net Zero, They Lead 2030, Race is a Priority, and Dignified Salary. According to Ambipar, 261 companies have already joined the movements and made 458 commitments.

Launched 23 years ago, the UN Global Compact is a corporate sustainability initiative launched by then-UN Secretary-General Kofi Annan. In Brazil, it brings together more than 1,900 members. It is one of the main promoters of the so-called Agenda 2030, consisting of the 17 SDGs.

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