Newly responsible for the naming rights of the Palmeiras stadium, Nubank announced this Monday (4) the name chosen to rename the multipurpose arena: Nubank Parque.
The digital bank had opened an online vote last month to define the new name of the stadium, called Allianz Parque since mid-2014.
In addition to the winning suggestion, the other options available were Nubank Arena and Parque Nubank. There were around half a million votes, with the winning option chosen by 47% of voters.
“The complete visual transformation and the officialization of the arena for Nubank Parque are scheduled to take place at the end of July, when the new colors and brand logo will also be officially presented,” Nubank said in a statement.
Among the new features planned is the inauguration of the “Nubank Ultravioleta Lounge”, a space with a privileged view, and the “Nubank Ultravioleta Gate”, which will give access to the cabins.
The financial institution signed an agreement for the next eight years, in the cycle from 2026 to 2034.
The contract provides for payment of around US$10 million (R$50 million, at current prices) per year. In the previous contract, WTorre received approximately US$5 million (R$25 million) annually from the insurance company.
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.
