Palm trees e River Plate They duel again on Wednesday (24), at Allianz Parque, for the return of the quarterfinals of the Copa Libertadores. Verdon plays with the advantage of a draw after winning 2-1 in Argentina.
Out of the field, clubs share some strategies that put them among the continent’s references in supporters, sponsorship and arenas.
High membership programs
River leads South America ranking with about 351,000 members. Palmeiras, with 182 thousand, has the largest program of partners in Brazil. In collection, however, Verdon earned more: R $ 53 million raised in 2024, against about R $ 40 million from the opponent.
“River and Palmeiras partner programs, although they are immense, are different. While Argentines include equity and lifetime members in the account, Brazilians do not. Still, what River gets is phenomenal,” said Henrique Guidi, business director of End To End, which manages Verder’s Avanti program.
For Sara Carsalade, from Somos Young-a company that performs the service to soccer club members-both are “successful cases that show the importance of the partner as recurring revenue and relationship tool with the fan”.
Sponsorships and bets
For the 2025 season, in a contract of about $ 100 million annually for master sponsorship. River closed with Betano, estimated at $ 6 million (about $ 36 million), being one of the largest in the country.
Arenas as a financial engine
Since 2014, Allianz Parque has become an essential source of income and events, with games, shows, restaurants and coworking. There were R $ 40.5 million collected by Palmeiras through transfers last year. In 2023, he pioneered in the country by making facial recognition mandatory.
The Monumental de Núñez also reinvented itself. With an increase of 72,000 places to over 80,000, the Argentine stadium will receive a face recognition system later this year.
