Allianz Brasil confirmed that it had terminated, on Thursday, the 9th, the naming rights with WTorre, which for 13 years allowed the insurance company to name the Palmeiras arena, in São Paulo. As shown by the Broadcast (Grupo Estado’s real-time news system) on Thursday, the company will be replaced by Nubank, which signed an agreement worth around R$50 million to name the arena until 2044.
According to Allianz, the termination was the result of a “friendly and collaborative” process and is part of a local movement, unrelated to the group’s arenas in other countries.
“We see a period of accelerated growth and territorial expansion and we decided to end this cycle to start a new phase, focusing on actions that bring us even closer to customers, brokers, partners and society from North to South”, stated the CEO of Allianz Brasil, Eduard Folch.
New positioning
The insurance company took the opportunity to start a new marketing positioning in Brazil, which will include support for a new team of Olympic athletes and the Coala Festival 2026, scheduled for September.
Allianz maintains a strategic plan that aims to double revenue and triple profits by 2027, compared to the results of 2023. Last year, the company’s Brazilian division had revenues of R$12 billion, a growth of 23% compared to 2024.
