The football market in São Paulo is waiting for a definition that has been going on for years and that, in practice, blocks an important source of revenue: the release of the sale of alcoholic beverages in stadiums. Clubs, the federation, arena administrators and beer brands have intensified their recent lobbying for a change in legislation.
The current scenario is considered nonsense by those involved, as other sporting and entertainment events held in the same arenas can sell drinks freely, while football remains under restrictions.
A new chapter in this discussion takes place in the City Council, where a bill authored by councilor Amanda Vettorazzo (União Brasil) is being processed. The proposal envisages allowing the sale of alcoholic beverages inside stadiums, with the aim of aligning São Paulo with practices already adopted at other events and exploring the economic potential of the sector.
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The text establishes that sales must be carried out by authorized establishments within the arenas, such as bars, snack bars, boxes and VIP areas, in addition to allowing licensed vendors to operate in the stands.
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To mitigate risks, the project determines that drinks are only sold in plastic or non-blunt packaging, prohibiting glass or any material that could pose a danger to the public. It also requires that all points of sale be licensed and regularized with the city hall, creating a controlled environment for the operation.
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The origin of the ban dates back to the 1990s, after episodes of violence such as the fight between Palmeiras and São Paulo fans in the decision of the Supercopa São Paulo de Juniores, in 1995, at Pacaembu. The following year, State Law No. 9,470 was sanctioned, which prohibited sales within stadiums. Since then, São Paulo football has lived with a restriction that does not apply to shows, Formula 1 or recent events such as NFL games.
Anachronism
Industry executives see the situation as anachronistic. In an interview with CNN Esportes SA, Marcelo Frazão, vice president of WTorre, the company responsible for Allianz Parque, was direct in criticizing the scenario. “It’s unbelievable that we will have a ban on beer inside the football stadium in 2026. It doesn’t make sense,” he said, highlighting that the issue is under political debate and could be resolved this year.
In addition to the municipal discussion, the most relevant progress depends on the Legislative Assembly of the State of São Paulo, where a bill has been being processed since 2023 to overturn the state restriction. The proposal, signed by deputies such as Delegado Olim (PP), Itamar Borges (MDB), Dani Alonso (PL) and Carlão Pignatari (PSD), provides for the release of drinks with an alcohol content of up to 15% and has already received a favorable opinion from the Constitution and Justice Commission.
The text incorporates suggestions from a working group with public authorities, including alcohol content limits, bans on base games and strict operating rules.
The current governor Tarcísio de Freitas is in favor of the release, which reinforces the perception that a new project has a better chance of prospering than the attempt to overturn the veto imposed in 2021 by João Doria. Behind the scenes, even the most resistant parliamentarians are already working on the possibility of approval, focusing on compensatory measures, such as charging additional policing costs to the clubs.
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Revenue Potential
From an economic point of view, the potential impact is significant. Industry estimates indicate that the release could increase revenue on game days by around 30%, in addition to generating direct jobs in functions such as customer service, cashiering and street sales. For clubs, this is a new source of revenue capable of increasing the average ticket and strengthening the so-called matchday.
The discussion also involves the legal field and regulatory coherence. Lawyer Cristiano Caús believes that the change represents a necessary update. “The possible approval of the sale of alcoholic beverages in São Paulo stadiums corrects historical distortion, since the prohibition of State Law 9,470 1996 no longer follows the practice of other States nor the current reality of football. It is fully viable to allow consumption in an organized way, with defined times, specific areas and adequate supervision measures that guarantee safety for the fan and predictability for those who operate the event”, says the partner at CCLA Advogados.
Lawyer Bernardo Cavalcanti Freire points out inconsistency in the current scenario. “It is an absolute inconsistency to authorize, based on supposed cultural motivation, alcoholic drinks in sports without any relationship with Brazilian culture and prohibit them in football”, explains the partner at the Betlaw firm.
