What Allianz Parque does

Allianz Parque, now operating as Nubank Parque following a 2024 naming rights transfer to Nubank, is a privately-held multi-use arena located in the Água Branca district of São Paulo, Brazil, inaugurated in November 2014 and operated by Real Arenas Empreendimentos Imobiliários S.A. with WTorre Entretenimento as management partner. The venue serves as the home stadium of Sociedade Esportiva Palmeiras (one of Brazil's most successful football clubs) and functions as a year-round entertainment destination, hosting 100+ events annually and welcoming a cumulative 18 million+ visitors since opening. Its primary product is the 43,000-seat configurable arena (expandable to 50,000 for standing concerts), supported by 160 premium camarotes and lounges, the 11,000-seat Allianz Parque Hall amphitheater, the 200-seat Lounge Centenário, the 3,000-capacity Parque Mirante rooftop, and 12 distinct event spaces. The arena's underlying technology infrastructure is anchored in LEED-certified sustainable construction featuring self-cleaning stainless-steel facade blades, rainwater harvesting achieving an 87% reduction in potable water consumption, zero-pesticide synthetic turf with organic cork/sand infill, automated mechanical and hydraulic monitoring systems, natural ventilation through perforated facades, 500+ Wi-Fi antennas, and facial-recognition access for Palmeiras match entry.

The venue generates revenue across eight distinct streams: football match ticket sales and Passaporte annual subscriptions (R$416.66–R$583.33/month across Leste/Oeste/Sul sectors), concert and show ticketing through partnerships with promoters Live Nation Brasil, 30e, and Move Concerts via official platforms (Ticketmaster, Eventim, LivePass, Ingresse, Tickets for Fun), premium camarote and Lounge Centenário memberships, full and partial arena rental for corporate and social events, daily on-site attractions (Tour Experience, Base Coworking, three restaurants, Palmeiras Store, Barbi\u00e8re dell'Arena, ABA Inclusive clinic), naming rights with Nubank, and a diversified corporate sponsorship portfolio spanning beverage (Ambev, Heineken), food (Seara, Hellmann's, Lays, Bauducco), betting (Bet365), delivery (iFood), consumer electronics (AIWA), real estate (Vitacon), and fine beverages (Grand Cru). The go-to-market is event-driven, anchored by Palmeiras match-day programming and major international concert bookings (Maroon 5, Iron Maiden, Jamiroquai, Pussycat Dolls, Zayn, David Gilmour), supplemented by daily foot traffic of approximately 1,000 non-event visitors across coworking, gastronomy, and tour experiences. Distribution is omnichannel: bank-card pre-sales through Itaú Unibanco (15–30% discounts, 9x interest-free), Santander Brasil, and BB Visa drive exclusivity-driven demand, while dedicated WhatsApp sales teams (+55 11 92000-2247) handle B2B camarote and event-rental contracts directly.

Name

Allianz Parque

Legal name

Real Arenas Empreendimentos Imobiliários S.A.

Website

https://allianzparque.com.br

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

51–100 employees

Short description

Allianz Parque (now Nubank Parque) is a 43,000-seat multi-use arena in São Paulo, Brazil, home to Sociedade Esportiva Palmeiras football club and a year-round concert and event venue hosting 100+ events annually across ticketed shows, premium hospitality, naming rights, and daily attractions.

Ownership category

akta.pro rank

Product category

Live Entertainment Venue

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310), Spectator Sports (7112), Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Arena & Stadium Operations (Large-Capacity Venues) (MPAGALAA)

akta.pro secondary industries

Sports & Arena Event Venues (Stadiums, Arenas) (THAHAAAF), Concert Venue Operators (Arenas, Amphitheaters, Clubs) (MPAGAAAC), Multipurpose Event Center Operations (Civic Centers, Community Event Complexes) (MPAGALAE), VIP, Hospitality & Premium Experiences (Packages, Clubs, Suites) (MPAIAFAK)

Keywords

• Multi-use arena operations
• Live event venue hosting
• Stadium hospitality services
• Premium suite rental
• Event ticketing platform

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Football match ticket sales: Revenue from tickets to Palmeiras home matches, sold through official ticketing platforms and the Passaporte season ticket programme.
2. Concert and show ticketing: Revenue from tickets to concerts and large-scale entertainment events, managed by promoters and ticketing partners including Ticketmaster, Eventim, and LivePass, with an administration fee charged per ticket.
3. Premium seating (Passaporte season tickets): Annual season ticket programme giving subscribers a named seat for all Palmeiras matches, billed monthly or annually at R$416.66–R$583.33/month across different sectors.
4. Camarotes (private suites): Annual or seasonal rental of premium private suites with 12–21 person capacity, inclusive of hospitality and catering services.
5. Event venue rental: Rental of arena spaces for corporate events, weddings, birthday parties, product launches, graduations, and photo shoots. Spaces include full arena, Allianz Parque Hall, Lounge Centenário, Lounge A4, Mixed Zone, and Circulation Rings.
6. Daily attractions and hospitality: Daily on-site revenue from restaurants (Nagairô, Braza, La Coppa), coworking space (Base Coworking), Tour Experience, Palmeiras Store, and barbearia.
7. Naming rights: Naming rights agreement with Nubank, generating recurring brand sponsorship revenue.
8. Corporate sponsorships and hospitality partnerships: Sponsorship revenue from named corporate partners including Ambev, Seara, Heineken, Bet365, Hellmann's, iFood, Lays, AIWA, Bauducco, Vitacon, Grand Cru, and Original.

Pricing tiers

Go-to-market motion1 record

Distribution channels10 records

Marketing channels8 records

Core offering

Allianz Parque operates a 43,000-seat multi-use arena (expandable to 50,000 standing) in São Paulo that serves as the home stadium for Sociedade Esportiva Palmeiras, hosts major international concerts, and rents its 12+ configurable event spaces for corporate and social events. Its core commercial activities include match and concert ticketing, Passaporte annual season subscriptions, premium hospitality (camarotes, lounges, FanZone, Champions Club, Parque Mirante rooftop), venue rental, and revenue from naming rights, corporate sponsorships, daily attractions (restaurants, coworking, tour, barbershop, merchandise store), and accessibility-driven tourism.

Product overview

Nubank Parque (Allianz Parque) is a multi-use arena operated by WTorre Entretenimento, serving as the home of Sociedade Esportiva Palmeiras and one of Latin America's largest entertainment venues. The product portfolio centers on the arena itself (43,000-seat football capacity; up to 50,000 for standing concerts) and extends through four main pillars: (1) Matchday and event ticketing via the Passaporte annual subscription (Leste/Oeste/Sul sectors, up to 12x installment plans) and third-party platforms (Ticketmaster, Eventim, Livepass); (2) Hospitality and premium experiences including Camarotes Premium (12–24 seats), Lounge Centenário, Champions Club, FanZone, and Parque Mirante rooftop venue; (3) Daily on-site attractions — Tour Experience (backstage tour ~1h20), Base Coworking, Sala de Troféus SEP, Palmeiras Store, Barbière dell'Arena, and ABA Inclusive clinic; and (4) Food & beverage through three restaurants (Nagairô Sushi, Braza, La Coppa). The arena also offers full and partial space rentals for corporate events, weddings, and social celebrations, and provides full accessibility infrastructure including the Guiaderodas certification and sensory room.

Differentiator

Problem solved

Functional benefit

Products and services

• Nubank Parque (Allianz Parque) — Multi-Use Arena Hosting Multi-use arena venue with 43,000-seat football capacity and up to 50,000 standing for concerts, hosting Palmeiras home matches, international concerts, and corporate events. Operated by WTorre Entretenimento with naming rights held by Nubank.
• Passaporte Nubank Parque Annual season-ticket subscription granting a named seat for all Palmeiras home matches in Leste, Oeste, or Sul sectors, with priority access to shows, discounts at arena services, and 12-month installment billing.
• Tour Experience Guided backstage tour of approximately 1h20 taking visitors through locker rooms, pitch, trophy room, and player tunnel, with options for penalty kicks and trophy lifting.
• Camarotes Premium Private premium suites with 12–24 seats, direct pitch view, air conditioning, Wi-Fi, TV, telephone, and full catering hospitality service before, during, and after events.
• Lounge Centenário Upper-tier lounge area with field-facing windows decorated with Palmeiras memorabilia, configurable for up to 900 (lounge), 350 (cocktail), 250 (auditorium), and 200 in seated format, with lifetime-access membership.
• Nubank Parque Hall (Anfiteatro) Event Space Rental Versatile amphitheater space behind the goals with proximity to the pitch, configurable for 11,000 seated, 19,000 expanded seated, or 24,000 standing. Used for concerts, conferences, press events, and esports championships.
• Event Venue Rental (Faça seu Evento) Full-arena and partial-space rental services for events including corporate events, product launches, conferences, children's birthday parties, weddings, and graduations. Spaces include full arena (50,000 standing), Lounge Centenário, Lounge A4, mixed zone, and circulation rings (2,080–9,000 capacity).
• Base Coworking On-site workspace inside the arena offering Wi-Fi, coffee, and views of the pitch, operating on weekdays for daily use.
• Nagairô Sushi Award-winning Japanese restaurant inside the arena, open daily with capacity for up to 130 guests, located on the 3rd floor.
• Braza Restaurante Contemporary Brazilian restaurant with premium grilled cuts and panoramic field views, open Tuesday to Sunday, capacity 130, located on the 3rd floor via Gate A.
• La Coppa Italian restaurant inside the arena offering artisanal pasta, pizza, and desserts. Open Tuesday to Sunday, capacity 130, located on the 3rd floor via Gate A.
• FanZone Exclusive hospitality space within the arena with up to 1,000-person capacity, themed scenography, live entertainment including bands and DJs, makeup, tattoo, and barbershop experiences, plus all-inclusive buffet and drinks.
• Champions Club Premium hospitality experience with reserved seating, varied buffet menu (snacks, hot meals, mains, desserts), drinks (juices, sodas, non-alcoholic beer at games, champagne), photo booth, and dedicated service team.
• Parque Mirante Rooftop event space atop the arena, accommodating up to 3,000 people. Suitable for social or corporate events, weddings, and exclusive parties with premium facilities.
• Sala de Troféus SEP Trophy room showcasing the history of Sociedade Esportiva Palmeiras, with 11 titles and more than 300 titles on display. Open for daily visits and part of the Tour Experience.
• Palmeiras Store AZP Official merchandise store of Sociedade Esportiva Palmeiras located inside the arena.
• Barbiere dell'Arena Barbershop inside the arena offering haircuts, shaves, and relaxation without appointments, open daily.
• ABA Inclusive Clinic Multidisciplinary clinic specializing in ABA therapeutic approach, offering occupational therapy, speech therapy, and psychology services for individuals with ASD, ADHD, and Down syndrome.

Quantifiable outcome

• 18 million people have attended events at the arena historically
• +5 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature10 records

Partnerships

31 partnerships are on record, tiered core and minor.

• NubankcoreGTM or Marketing Partner · 1 November 2014Nubank holds the naming rights to Allianz Parque, which is now officially branded as Nubank Parque. This is a major commercial naming rights partnership that generates recurring brand visibility for Nubank across all events held at the arena.
• WTorre EntretenimentocoreStrategic or Co-development PartnerWTorre Entretenimento manages and operates the arena. The arena is a project managed by WTorre Entretenimento with naming rights negotiated with Nubank. Real Arenas Empreendimentos Imobiliários S.A. (CNPJ 09.355.015/0001-47) is the legal entity responsible for commercial exploitation.
• AmbevminorGTM or Marketing PartnerOfficial beverage sponsor of the arena, visible on the sponsor logo wall of the website.
• SearaminorGTM or Marketing PartnerFood sponsor of the arena, listed among official sponsors on the website.
• Heineken BrasilminorGTM or Marketing PartnerBeer sponsor of the arena.
• Bet365minorGTM or Marketing PartnerOfficial betting partner of the arena.
• Hellmann'sminorGTM or Marketing PartnerOfficial condiment/sauce sponsor of the arena.
• iFoodminorGTM or Marketing PartnerFood delivery partner of the arena.
• LaysminorGTM or Marketing PartnerSnack/food brand sponsor of the arena.
• AIWAminorGTM or Marketing PartnerElectronics and consumer goods brand sponsor.
• BauduccominorGTM or Marketing PartnerFood/bakery brand sponsor of the arena.
• VitaconminorGTM or Marketing PartnerReal estate developer sponsor.
• Grand CruminorGTM or Marketing PartnerWine and fine beverages sponsor of the arena.
• OriginalminorGTM or Marketing PartnerIce cream/refreshment brand sponsor.
• Nagairô SushiminorGTM or Marketing PartnerJapanese gastronomy restaurant partner operating within the arena since 2017, with capacity for up to 130 people. Award-winning cuisine, open daily including on event days.
• BrazaminorGTM or Marketing PartnerContemporary Brazilian grill restaurant with panoramic field views, open Tuesday to Sunday with capacity for 130 people.
• La CoppaminorGTM or Marketing PartnerItalian restaurant at the arena featuring artisanal pasta, pizza, and desserts, open Tuesday to Sunday with capacity for 130 people.
• FanZoneminorGTM or Marketing PartnerExclusive fan experience space within the arena with capacity for up to 1,000 people, featuring themed decor, live entertainment (bands, DJs), makeup, tattoo, and barber services, plus all-inclusive buffet and drinks.
• Champions ClubminorGTM or Marketing PartnerPremium hospitality experience with reserved seats, varied food menu, open bar (non-alcoholic at games), photo booth, phone chargers, and dedicated service team.
• Parque MiranteminorGTM or Marketing PartnerRooftop event space at the top of the arena, suitable for social and corporate events, weddings, and exclusive parties with capacity for up to 3,000 people.
• Santander BrasilcoreGTM or Marketing PartnerPresenting sponsor of Iron Maiden's 2026 Run For Your Lives World Tour at the arena. Offers pre-sale access for Santander Private, Select, and all cardholders, with interest-free installment options.
• Itaú UnibancocoreGTM or Marketing PartnerMajor presenting partner for multiple shows (Jorge Ben Jor, Jão, Pussycat Dolls, Zeca Pagodinho) via Itaú Live platform. Offers 15–30% pre-sale discounts for Itaú cardholders on tickets purchased with credit cards.
• Live Nation BrasilcoreGTM or Marketing PartnerInternational live entertainment company and official promoter for shows including Zayn's Konnakol Tour at the arena.
• 30e (Companhia Brasileira de Entretenimento)coreStrategic or Co-development PartnerBrazil's largest live entertainment company, producing major shows at the arena including Pussycat Dolls, Jão, Jorge Ben Jor, Zeca Pagodinho & Alcione & Jorge Aragão, and Histórias festival.
• Move ConcertscoreGTM or Marketing PartnerOfficial promoter for Iron Maiden's Run For Your Lives World Tour at the arena.
• EstaparminorOthersOfficial parking operator of the arena, managing 1,700 covered parking spaces.
• Sociedade Esportiva PalmeirascoreStrategic or Co-development PartnerThe arena is the home stadium of Palmeiras, one of Brazil's most successful football clubs. All Palmeiras home matches are played at the arena. Palmeiras also operates its own ticket sales and the Passaporte programme in coordination with the arena.
• WT-30 (WT30, CNPJ 30.066.988/0001-52)coreStrategic or Co-development PartnerThe arena's event management company responsible for event prospection, show improvements, and continuous development of the venue's activities. Charges a fixed administration fee per ticket sold for shows at the arena.
• BB Visa (Banco do Brasil)minorGTM or Marketing PartnerPresenting partner for Phonica / Marisa Monte event, offering 25% discount pre-sale for BB Visa cardholders with installment options.
• BudweiserminorGTM or Marketing PartnerOfficial beer sponsor for Jão and Pussycat Dolls concerts at the arena.
• U.F.O ProduçõesminorGTM or Marketing PartnerCo-producer of Jão's Memórias Póstumas tour at the arena.

Scale indicators12 records

Recent moves3 records

Expansion highlights6 records

Others

• 30e (Companhia Brasileira de Entretenimento): Brazil's largest live entertainment company and a key promoter partner producing shows at Allianz Parque. Comparable as the leading concert promoter in Brazil and a direct counterpart shaping the arena's event calendar.
• WTorre Entretenimento: Brazilian entertainment and infrastructure group that manages Allianz Parque. Directly comparable as the operating partner and a broader Brazilian real estate / venue developer involved in arena operations.

Regional players

• Estádio Mané Garrincha: Multi-use stadium in Brasília hosting football, concerts and major events. Comparable as a large Brazilian multi-use venue competing for the same national touring circuit and corporate event clientele.
• Arena Castelão: Multi-use arena in Fortaleza (~60,000 capacity) hosting football matches, concerts and large events. Comparable as a major Brazilian regional arena with a similar multi-use football-plus-concert operating model.
• Estádio do Morumbi: São Paulo football stadium home to São Paulo FC with ~67,000 capacity. Regional peer operating in the same city for major football fixtures and occasional large concerts, competing for premium sports and entertainment audiences.

Direct peers

• Jeunesse Arena: Multi-use indoor arena in Rio de Janeiro with ~15,000 capacity hosting concerts, sporting events and corporate functions. Directly comparable as another major Brazilian arena competing for the same touring artists and corporate event clients.
• Pepsi on Stage: Multi-purpose indoor arena in Porto Alegre (~12,000 capacity) hosting concerts, theatrical productions and corporate events. Comparable as another Brazilian mid/large-capacity arena in a tier-2 market targeting the same touring circuit.

Broad incumbents

• Live Nation Entertainment: Global live entertainment and venue operator running hundreds of arenas and theatres worldwide. Comparable as both a promoter partner of Allianz Parque and a benchmark for global arena operating economics at scale.
• Madison Square Garden Entertainment: US-listed venue operator and entertainment company running the MSG arena complex. Comparable as a publicly-traded benchmark for arena-driven revenue models (ticketing, suites, naming rights, food and beverage) at scale.
• AEG Facilities: Global venue operator managing arenas and stadiums (Staples Center/The Crypt, O2 Arena, etc.). Comparable as a sophisticated multi-venue operator demonstrating the playbook for arena asset management, naming rights and premium hospitality.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/nubankparque
• YouTubeyoutube.com/@nubankparque
• Facebookfacebook.com/NubankParqueOficial
• LinkedInlinkedin.com/company/allianzparque
• Instagraminstagram.com/nubankparque

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Allianz Parque