(Photo: Joalpe/Wikimedia) Anyone who doesn't visit Belo Horizonte without visiting the Central Market cannot say that they have already been to the city. Founded in 1929, the market is a gastronomic and cultural center, offering artisanal cheeses, sweets and the most typical delicacies of Minas Gerais in its more than 400 stalls.Between one cheese bread and another, a dish of pork or liver, a traditional lemonade or a dose of the best Minas Gerais escape, each visitor has the opportunity to know that the market is lively and relevant to the people of Bela. The horizon.
This day-to-day experience of BH and its ever-present sound receives yet another birthday present. On the eve of turning 95 years old, one of the city's main postcards will have a new official sponsor. In an unprecedented partnership with the KTO bookmaker, it will have a calendar of events, subscription updates, content for social networks and even the nomenclature of legal acts.
The agreement is the first for such a market in the world. The objective is to further enhance the history of the shopping mall and its importance for Minas Gerais culture and tradition.
“Mercado Central is a management operation where tradition and modernity are in harmony”, states Ricardo Campos Vasconcelos, CEO of Mercado Central. “We are celebrating this moment from 2029 onwards,” he added.
The arrival of the KTO mining fence in the Central market strengthens the company's investments in the state. Investing more in Minas Gerais, the platform has become a strong supporter of local content creators and recently sponsored the Minas Tênis Clube basketball and volleyball teams.
The Mercado Central Partnership guarantees certain commercial properties to CTOs. This includes segment exclusivity and preference for on-site events.
“The CTO is very proud to be able to contribute to the preservation and appreciation of Belo Horizonte’s great heritage. This movement reaffirms our commitment to Minas Gerais and the people of Minas Gerais”, emphasized Cassio Filtre, Country Manager of the Brazilian company.
Revitalization of the Hypercenter Another example of recent investment in the Belo Horizonte Hypercenter is the negotiation of rights to use the name Mercado Central. The region has recently undergone a revitalization process, having previously been almost abandoned.
The movement has been going on since 2018, when Mercado Novo began acquiring new and modern establishments on the upper floors, which had been vacant for years. After the pandemic, the same situation intensified around Praça Raul Soares, close to the two markets. The bars in the region attract Belo Horizonte's youth, always looking for something new.
The arrangement is also similar to that of the neighboring Minacentro, which divides the Mercado Central block from Avenida Augusto de Lima. In June, BeFly Minascentro, a traditional event space in Belo Horizonte, signed an agreement with Minas Gerais, a company that operates in the tourism and corporate events segment.