Having been accustomed to calling the Palmeiras stadium Allianz Parque for 12 years, fans and visitors to the venue will now have three options to rename the arena. New owner of the venue’s naming rights, Nubank opened an online vote to define what the stadium will be called.
Nubank Parque, Nubank Arena and Parque Nubank are the options available for those who want to vote. “These names were designed with respect to the history of the place,” said Juliana Roschel, the bank’s vice president of marketing.
Open this Friday (10), voting will be open on the website nubank.com.br/vote until the 30th. CEO of Nubank Brasil, Lívia Chanes highlighted that the partnership was signed directly with WTorre, the stadium’s manager, with no commercial relationship with Palmeiras.
“Our partnership is for the naming rights of the stadium. It is not a partnership with the Palmeiras club. We want to take advantage of the plurality that this arena brings in a unique way in Latin America,” said Chanes.
The financial institution signed an agreement for the next eight years with the arena, in the cycle from 2026 to 2034.
The contract provides for payment of around US$10 million (R$51 million, at current prices) per year. In the previous contract, WTorre received approximately US$5 million (R$25.5 million) annually from the insurance company. Palmeiras is entitled to a percentage of this amount.
The search for a new commercial partnership was motivated by WTorre’s assessment that the values of the previous contract were out of step with the market, especially given the high movement of the space. In 2025, the stadium received more than 2 million visitors, with 33 official matches and 33 shows.
For Nubank, the partnership is part of an expansion plan through sport. Recently, the digital bank entered into partnerships with the Mercedes F1 team and Inter Miami, from the United States, becoming the team’s master sponsor, in addition to acquiring the “naming rights” for the club’s new stadium, called Nu Stadium.
According to the financial institution, Nubank has 113 million customers in Brazil and another 131 million around the world, with a strong presence in North America.
