Nubank will pay just over R$50 million per year for the naming rights to Palmeiras’ stadium, replacing the insurer Allianz, which has held the naming rights since 2014.
The digital bank reached an agreement with WTorre, the company responsible for managing Palmeiras’ arena. WTorre executives considered the amount paid by Allianz for the stadium’s naming rights to be outdated and negotiated a new deal with Nubank, which, according to Brazilian media, will pay double the previous amount.
Palmeiras is not directly involved in the negotiation but is entitled to receive a share from WTorre based on the revenue generated by the stadium. During the first five years of the contract, the club received 5% of the total amount, and this percentage increased to around 15% starting in November 2024.
Allianz had held the naming rights since the stadium’s افتتاح (inauguration) in 2014 under a R$300 million agreement for 20 years, which was originally set to run until 2034. WTorre had to reach a settlement with the insurer to terminate the contract early, as предусмотрено (provided for) in the agreement, through the payment of compensation.
Brazilian newspapers report that Allianz initially invested R$15 million per year. As the values are adjusted annually based on the National Consumer Price Index (IPCA) and the General Market Price Index (IGP-M), Allianz is currently paying around R$27 million per year.
Football and lot of music
The increased value of the new agreement is partly due to the stadium hosting not only Palmeiras matches but also numerous concerts by national and international artists.
According to WTorre, the arena closed 2025 as the leading concert venue in South America, hosting 33 such events with a total audience of 1.1 million people. In more than 10 years of operation, the venue has welcomed 17.7 million people across 2,339 events — including 8.6 million at football matches and 8.1 million at concerts — with more than 400 events drawing over 40,000 spectators, consolidating its status as one of the largest sports and entertainment hubs in Latin America.
From Messi to F1
Recently, Nubank, with a market valuation exceeding $72 billion, acquired the naming rights to the new Inter Miami stadium, the team of Lionel Messi, naming it Nu Stadium.
The digital bank also sponsors the Mercedes Formula 1 team.
“Bringing our brand to a sports and cultural venue of this relevance reaffirms our commitment to the country where it all began and brings us even closer to Brazilians’ passions,” said Livia Chanes, CEO of Nubank Brazil. “Taking on this physical stage reflects our evolution. We want to bring the ‘Nubank way’ into the arena, ensuring that fans are the true protagonists of this new chapter.”