Brazil’s Maracanã signs IMG to boost commercial potential

Article posted by Coliseum, June 23^rd, 2026

Image: Maracanã Stadium, Arthur Boppré, CC BY 2.0

Sports marketing specialist IMG and Brazil’s Maracanã Stadium have sealed a partnership aimed at enhancing the commercial potential of the iconic Brazilian venue.

IMG has been tasked with redefining the global and local commercial strategy for the Maracanã and unlocking its full revenue potential.

Maguina do Esporte said the agreement reinforces the Maracanã as a leading sports and entertainment platform worldwide.

The 78,838-capacity Maracanã Stadium is an association football stadium in Rio de Janeiro, Brazil. Located in the Maracanã neighborhood it is owned by the Rio de Janeiro State Government. It is the home of Flamengo football club which plays in the Campeonato Brasileiro Série A, the highest level of the Brazilian football league system.

Specializing in sports marketing, IMG operates in more than 100 cities in 35 countries around the world.

Alexandre Massura, director of new business at IMG, said, “The importance of the partnership is that IMG arrives to contribute with a strategic vision, combining global benchmarks, local knowledge and experience in structuring commercial platforms for large sports properties.

“Our goal is to support Fla-Flu Serviços in developing a strategy that maximizes the value of the stadium in the short and medium term.”

IMG serves various leagues and clubs around the world, including the NFL, NBA, Premier League, South American Football Confederation (CONMEBOL), Real Madrid, Tottenham, and Inter Milan.

Later this year, the Maracanã will host its first-ever NFL game as part of a multi-year deal between the league and the state government.

Meanwhile Brazilian entertainment company 30e also recently signed an exclusive deal with the Maracanã for hosting “mega-shows”.

Set to begin on 1 January 2027 and run initially for five years, 30e said a primary aim of the partnership is to identify opportunities to stage shows to maximise how they fit around the stadium’s extensive football schedule.

The agreement was signed with the Fla-Flu Consórcio, which holds the concession rights to the stadium.

With the addition of The Maracanã to its portfolio, 30e now controls a significant stadium touring portfolio across Brazil, including Allianz Parque in São Paulo and Arena da Baixada in Curitiba.

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