Allianz Acquires Naming Rights to Palmeiras’ New Stadium

April 30, 2013

German financial services company, Allianz have secured the naming rights to Palmeiras’ new stadium for US$151 million for a period of 20 years.

Palmeiras’ new stadium is the second in Brazil whose naming rights have been sold recently, as the Arena Fonte Nova in Salvador has been named Arena Itaipava Fonte Nova after the Brazilian beer brand.

The new name will be chosen by Palmeiras fans via a facebook vote, the three options are: Allianz 360º, Allianz Parque and Allianz Center.

The voting process will end on May 20, Palmeiras were not allowed to make any suggestions.

Allianz already have the naming rights of stadiums in Australia, England, France and Germany and have recently signed a partnership with the International Paralympic Committee.

The stadium is expected to be inaugurated in the first quarter of 2014, and will be the second new stadium in São Paulo, as Corinthians’ stadium will be ready by the end of the year and will host some 2014 World Cup games.

Palmeiras plan to use the new stadium to host shows and other non-football events, which currently usually take place at São Paulo’s Morumbi stadium.