By Brazil Stock Guide – Nubank Ltd. (NU) is close to finalizing an agreement to acquire the naming rights for Palmeiras’ Allianz Parque stadium, in a deal expected to run from 2026 through 2034 and significantly increase annual revenues tied to the venue.
The information was first reported by O Globo. Under the proposed terms, Nubank would pay about $10 million per year—roughly 51 million reais at current exchange rates—for the rights to rename the stadium.
The agreement would almost double the revenue generated under the current contract. Allianz SE (ALV), which holds the existing naming rights, pays about $5 million annually, or approximately 25 million reais, under a deal adjusted for inflation. That agreement spans 20 years and totals around 300 million reais, equivalent to roughly 15 million reais per year at the time it was signed.
If completed, the new contract would boost earnings for Sociedade Esportiva Palmeiras and WTorre, the construction and management company behind the stadium, underscoring growing demand for high-profile sports sponsorship assets in Brazil.
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