Palmeiras’s arena now has a new official name. The stadium, which for the last 12 years was known as Allianz Parque, will now be called Nubank Parque. The announcement took place on the morning of Monday, May 4, 2026. The change is the result of a popular voting process carried out throughout the month of April. Torcedores and digital bank customers participated in the selection.
The naming rights agreement was signed between the construction company WTorre and Nubank. The new brand replaces the German insurance company, which named the house alviverde since its opening in 2014. The visual transition process has already begun. The expectation of the companies involved is that all internal and external signage will be updated by the month of July this year.
Detalhes from the vote and public preference for the chosen name
The process of choosing the new name included broad digital participation. The bank reported that it recorded around 500,000 unique votes during the period in which the poll was open. Três options were presented to the public to decide what the stadium would be called in the coming years.
- Nubank Parque (winner with over 47% of votes)
- Nubank Arena
- Parque Nubank
The preference for the term “Park” maintains the historical tradition of the place. Antes from reconstruction to Copa from 2014’s Mundo, the stadium was popularly known as Parque Antarctica. The voting result reflects the fans’ connection with the classic nomenclature of the Água Branca region, in Zona Oeste of São Paulo. The visual identity will be adapted to the new partner’s colors.
Valores of the contract and financial impact for the management of the arena
The figures involved in the negotiation mark a new level for naming rights in Brazilian football. Embora the official numbers were not revealed by the parties for confidentiality reasons, market estimates point to a significant annual investment. Nubank must pay around US$10 million per season, which is equivalent to approximately R$51 million at the current price.
Este value represents almost double what Allianz previously paid. The old contract, signed in 2013, provided for the payment of R$300 million over two decades. Corrigido For inflation, the insurance company’s annual amount was around R$15 million to R$20 million. The appreciation of commercial property demonstrates the growing visibility of the arena in the South American scene.
WTorre’s Responsabilidades and Palmeiras’s profit share
The negotiation was conducted entirely by WTorre. According to the surface deed signed at the time of construction, the construction company has the right to exploit the stadium’s marketing properties until the year 2044. For this reason, Palmeiras did not directly participate in commercial negotiations with the digital bank. Full control of the arena’s management and revenue will only pass into the hands of the club from 2045 onwards.
Mesmo without managing the contract, the alviverde club receives a portion of the profits. The contract provides for the transfer of monthly percentages that increase progressively every five-year cycle. Last November, the share allocated to Palmeiras over naming rights rose to 15%. With the increase in the amount paid by Nubank compared to the previous partner, the club’s direct revenue from the property should increase proportionally in the next financial statements.
Cronograma of visual change and validity of the link with the bank
The contract between the construction company and the financial institution will be valid until the end of the surface concession period, in 2044. Isso guarantees brand stability for almost two decades at the top of the stadium’s facade. Planning for replacing logos and information totems is already underway by the engineering and marketing teams.
- Retirada from former partner’s signs (May)
- Atualização of digital systems and social networks (May)
- Instalação of new internal visual signage (June)
- External visual identity Conclusão (July)
The name change will also impact television broadcasts and official registration in CBF and Conmebol competitions. Nos upcoming home games, the official voiceover and tickets should now feature the new nomenclature. The digital bank plans special activation actions for the first games under the new name, aiming to strengthen ties with fans who frequent the Nubank Parque seats.