Nubank has acquired the naming rights to Palmeiras' stadium in São Paulo, ending a 13-year run in which the venue was known as Allianz Parque and turning one of Brazil's busiest entertainment arenas into a new stage for the digital bank's brand.
The new name will be chosen by public vote. Nubank is asking fans and the wider public to pick among three options: Nubank Parque, Parque Nubank or Nubank Arena. Voting runs online and is tied to each participant's CPF, Brazil's individual taxpayer identification number, with one vote per person.
What changes now
WTorre, the real-estate and infrastructure company that manages the arena, signed the agreement with Nubank. G1 reported that Palmeiras, the football club that plays at the stadium, was not part of the negotiation but keeps the right to a 15% share of revenue generated by the venue.
The length of the agreement was not reported uniformly. Brazil Journal said, citing unnamed sources, that Nubank will pay USD 10 million a year for the naming rights through 2034. G1 reported that the contract runs until 2044, the period during which WTorre retains operating rights over the stadium before management and control pass fully to Palmeiras. The discrepancy was not explained in the source material.
Nubank did not confirm the financial terms. Lívia Chanes, Nubank's chief executive in Brazil, told Brazil Journal that the bank could not disclose figures because of confidentiality provisions, but described the agreement as a long-term project for Nubank.
"Today, Nubank serves more than 113 million people and is the largest private financial institution in Brazil by number of customers," Chanes said in a statement quoted by G1. "Taking our brand to a sports and cultural space of this relevance reaffirms our commitment to the country where everything began."
A valuable arena
The Palmeiras stadium has become one of Brazil's most important mixed-use venues, hosting both football and large concerts. G1 cited WTorre as saying the arena received 17.7 million people across 2,339 events in more than 10 years of operation, including 8.6 million at matches and 8.1 million at concerts.
Brazil Journal described the venue as perhaps the leading entertainment space in Brazil and South America. It cited a Pollstar survey saying the arena sold more concert tickets than any other venue in South America between December 2024 and November 2025, with 33 shows and more than 1.3 million attendees. G1, citing WTorre, also reported 33 concerts in 2025 but gave the audience figure as 1.1 million spectators.
Allianz had held the naming rights since the arena opened in 2013. Brazil Journal reported that the German insurer originally agreed to pay R$15 million a year for 20 years, with inflation adjustments that had taken the annual amount to about R$27 million. G1 said Allianz Brasil and WTorre ended the contract early by mutual agreement as part of Allianz's broader repositioning strategy in Brazil.
Nubank's sports push
The Palmeiras deal is Nubank's second recent stadium naming-rights agreement. In March, the bank announced the naming rights to Inter Miami's stadium in the United States, which was renamed Nu Stadium on April 4. Brazil Journal reported that Nubank will pay between USD 18 million and USD 20 million for that deal.
G1 also noted that Nubank became an official sponsor of the Mercedes-AMG Petronas Formula One team two months before the Palmeiras announcement.
The bank is also using the São Paulo arena to promote Ultravioleta, its premium customer segment. Brazil Journal reported that planned activations include a lounge and a special entrance for selected clients and partners. Juliana Roschel, Nubank's chief marketing officer, told the outlet that the bank is still building the experiences and wants to deliver "more and better experiences."
Nubank's own voting page says participants do not need to be customers to vote. The bank says some voters' names may appear on the arena's LED façade during a live broadcast, subject to capacity and approval, and that the winning name will be announced after the voting period ends.
Fonts: https://braziljournal.com/parque-nubank-o-novo-dono-do-estadio-do-palmeiras/ https://nubank.com.br/vote https://g1.globo.com/economia/noticia/2026/04/10/nubank-naming-rights-palmeiras.ghtml
accessed on 28 April 2026