Palmeiras ‘Nubank Way’ home protagonist fans

Article posted by Coliseum, April 24^th, 2026

Image: Nubank

Nubank, one of the world’s largest digital financial services platforms, recently announced the acquisition of the naming rights to the Brazilian professional football club – the Sociedade Esportiva Palmeiras – home arena – the Allianz Parque in Água Branca, São Paulo, Brazil, in a long-term partnership with WTorre, the venue’s administrator.

‘nu’ stated that the above move positions the brand at the epicenter of Brazilian sports, entertainment and culture and places the institution in the largest multipurpose arena in Latin America.

São Paulo (Brazil)-based Nubank is one of the world’s largest digital banking platforms serving more than 100 million customers across Brazil, Mexico and Colombia.

The Sociedade Esportiva Palmeiras, commonly known as the Palmeiras, is a Brazilian professional football club based in the city of São Paulo in the district of Perdizes. Palmeiras is one of the most popular clubs in Brazil with around 15 million fans. The football team plays in the Brasileirão Série A, the top tier of the Brazilian football league system.

The Allianz Parque, also known as Arena Palmeiras or as Arena Palestra Itália, is a football stadium in Água Branca, São Paulo, Brazil, and the home of Palmeiras. The stadium also serves as a multipurpose arena and has been built to host concerts and other events besides the football matches. The stadium has a capacity of 43,713 spectators for football and 55,000 for concerts.

WTorre is one of the most important business groups in Brazil with complete and innovative solutions with focus on various segments: Engineering, real estate projects, residential projects, shipyard management for the construction of offshore platforms in addition to the dedication to investments in infrastructure.

Nubank will use the definition of the new identity as a co-creation process: The name will be chosen by popular vote. The fans and visitors can choose between three alternatives connected to the history and tradition of the arena between April 10^th and April 30^th. The options are: Nubank Parque, Nubank Arena or Parque Nubank.

‘nu’ further stated that more than just a simple vote on the website the public participation will remain a memory. Unlike many other stadiums in Brazil the Palmeiras’ stadium has never been named after a person.

Nubank has a surprise up their sleeves for the fans in the stands – those who vote will have their names displayed in the space.

The winning name will be revealed in early May. During the transition period the arena will display the names of those who participated in the vote.

The complete visual transformation with new colors and branding will take place at the end of July along with the inauguration of the Nubank Ultraviolet Lounge, an exclusive space with a sweeping view of the arena, and the Nubank Ultraviolet Gate which will provide access to the VIP Boxes and will feature a new design.

Averred Livia Chanes, head honcho, Nubank Brazil, “We are experiencing a unique moment. Today, Nubank serves more than 113 million people and is the largest private financial institution in Brazil in terms of the number of clients. Bringing our brand to a sporting and cultural space of this importance reaffirms our commitment to Brazil where it all began and brings us even closer to the passions of the Brazilians. Taking on this physical stage reflects our evolution. We want to bring the ‘Nubank Way’ into the arena ensuring that the fan is the true protagonist of this new chapter.”

Added Juliana Roschel, Vice-President, Marketing, Nubank Brazil, “From now on we will delve into the operation to understand how our culture of innovation can contribute to the daily lives of those who frequent the venue removing complexities and raising the standard of entertainment and convenience. We want to combine our approach to technology and design with the scale of an arena that is already part of the emotional memory of millions of Brazilians.”

For the Nu customers the advantages will soon be tangible with initiatives, activations and benefits designed for different audience segments and integrated into the fan’s journey in the arena.

Maintained Marcelo Frazão, Vice-President, WTorre Entertainment, “From Walter Torre’s initial plans with the Palmeiras, the arena was designed to be ahead of its time. Nubank’s arrival reinforces our constant pursuit of innovation and excellence in customer experience. We are building on an already very successful multipurpose arena to evolve our connection with the new audiences, become more futuristic and position ourselves prominently in a global context where entertainment and live sports are increasingly valued.”

According to WTorre, the arena ended 2025 as the main concert venue in South America with 33 such events that brought together 1.1 million spectators. In more than 10 years of operation the venue hosted 17.7 million people in 2,339 events – 8.6 million in games and 8.1 million in concerts – more than 400 of which had more than 40,000 spectators thus consolidating itself as one of the largest sports and entertainment hubs in Latin America.

With a strong reach in Latin America and the United States the above initiatives reinforce Nubank’s ambitions for sustained growth while generating immediate value in Brazil, Mexico and Colombia, countries with an important sporting legacy and passionate fans. By taking over the arena in São Paulo Nubank deepens this connection with sports, music and major events thus ensuring its presence in the moments that matter most to the people inside and outside the stands.

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