Allianz opens up naming rights to fans after sealing Palmeiras stadium deal

30 Apr 2013

Allianz has formalised a 20-year naming rights deal for the new stadium of Brazilian giant Palmeiras, with the German insurance firm set to allow the club’s fans to decide the name of the venue.

The Sao Paulo club on Monday confirmed the terms of the partnership with Allianz, reportedly worth R$300 million (US$148.9 million), with the company having the option of extending its association with the stadium by a further 10 years. The deal has been brokered by the stadium’s developer WTorre and fans will now be asked to choose the name of the facility via an online poll conducted through the arena’s official website and Allianz’s Facebook page. Fans have been offered the choice of three options – Allianz Parque, Allianz Center or Allianz 360° – with voting set to close on May 20.

Palmeiras’ new 43,000-seat stadium is being developed on the site of its former home, the Estádio Palestra Itália, which served as the club’s home ground from 1920 to 2010. Development is said to be at 63% completion with inauguration set for November. However, it will not play a part in Brazil’s staging of the 2014 FIFA World Cup with Corinthians’ new 66,000-seat venue chosen as Sao Paulo’s stadium for the tournament. The Allianz deal is set to represent the second naming rights partnership for Brazil’s new wave of football stadia after Salvador’s Arena Fonte Nova this month signed a 10-year deal with beer brand Itaipava. Palmeiras president, Paulo Nobre, moved to play down concern that the removal of the facility’s historic name may anger fans. He said: “The name of the Palestra Italia stadium is part of our history. It will never be forgotten and is within our hearts. We have a large investment, a partner and we respect the official name of the new arena.”

The Sao Paulo stadium becomes Allianz’s fifth global naming rights partner. The company already enjoys deals with the Allianz Arena in Munich, Germany; Allianz Stadium in Sydney, Australia; Allianz Park in London, England and Allianz Riviera in Nice, France. “The partnership with Allianz only strengthens our belief that we are building the biggest and best entertainment venue in the country,” added WTorre president, Walter Torre Jr. “We want to make history with a multipurpose arena which will provide a level of comfort and security unprecedented in this country.”