Allianz Parque completes 11 years of being consolidated as the best new stadium model in the country in terms of cost-benefit and financial return. Since its inauguration on November 19, 2014, the project has become the most efficient multipurpose arena in Brazil, combining high revenue generation capacity, a solid management model and continuous occupancy.
With more than 17 million visitors throughout the decade and an operation that generated more than R$240 million in 2024 alone, the stadium managed by WTorre has become an absolute reference in the segment.
All this without Palmeiras taking a single dollar out of its pocket. The entire construction was paid for by the construction company, which won the right to explore the site for 30 years in return. Thus, there is no risk of gigantic debts as happens at Corinthians or of plans that were interrupted due to lack of economic viability as in the case of Flamengo.
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The arena was notable for its ability to integrate different business pillars. The Arena Viva concept keeps the space active every day, with activities that go far beyond football.
There have been 254 major shows since 2014, including performances by Paul McCartney, Elton John, Coldplay, Taylor Swift and Metallica. The attendance record occurred in November 2023, with 49,596 spectators at Taylor Swift’s concert.
On the sports field, Palmeiras played 340 matches at Allianz Parque, including decisive games emblematic of the 2016 and 2018 Brazilian titles and the 2020 and 2021 Copa Libertadores.
The commercial success of the arena appears in numbers and also in brand perception. “If there is something that no one discusses about the stadium, it is the success of the operation due to its naming rights. When a world-renowned artist announces that he is coming to Brazil, even without disclosing dates, everyone asks if it will be at Allianz”, says one of the executives linked to the project. For Reginaldo Diniz, CEO of Agência End to End, Allianz Parque has become an undeniable example of transformation and remarkable experiences upon completing 11 years.
The solidity of the model is also present in the occupation of its corporate spaces. The 160 cabins have a utilization rate of 92 percent, with values reaching 1 million reais per season in the most valued areas. In addition, the arena houses three restaurants, a barbershop, tattoo studios, Parque Mirante and corporate areas that accommodate events for up to two thousand people. The Allianz Parque Tour, in turn, has already taken more than 500,000 visitors behind the scenes of the stadium.
The premium environment gains strength with spaces such as Fanzone, managed by Soccer Hospitality, which receives 500 fans per game and has established itself as a reference in entertainment. “The partnership with Allianz Parque has been a success, as we prioritize excellent services for the public. At Fanzone, we offer tattoo studios, live shows, open food and an open bar for all fans”, says Léo Rizzo, CEO of the company.
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Not all aspects of the model are perfect. The concert calendar forces Palmeiras to play away from home on some occasions, something rare in large Brazilian arenas.
The implementation of artificial grass, which has been criticized by athletes and fans, is also the result of the operational need to reconcile an intense volume of events. In this case, it is important to highlight that the club does not do anything that is prohibited by the championship rules and, more than that, it takes advantage of the lack of unity among its rivals who are unable to mobilize to demand change.
For this reason, in the economic field, the consensus is unequivocal: there is no discussion about the financial efficiency of Allianz Parque, which remains the best national example of return on investment in sports infrastructure.
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After completing 11 years, the stadium reaffirms its role as an economic, tourist and cultural engine for São Paulo and as a global management reference. Among the new stadiums in the country, no other presented such a clear relationship between cost, benefit and ability to generate value as Allianz Parque.
