New Member Spotlight: Allianz Parque
FROM HOSTING SOCCER MATCHES TO PRESENTING CONCERTS by the world’s most popular artists, Allianz Parque has been welcoming thousands of spectators into its stadium in São Paulo, Brazil, since 2014.
“Allianz Parque was designed, built, and is currently managed as a multipurpose space that allows for multiple types of activities with minimum need for setup and huge flexibility,” says Cláudio Vinicius Coutinho Macedo, CEO of Allianz Parque. “For example, our synthetic grass allows us to host a major concert one day and have perfect field conditions for a professional game the following day. We are ready to host almost anything.”
Brazilian football club Sociedade Esportiva Palmeiras is based at Allianz Parque, hosting more than 40,000 fans for its matches. Allianz Parque came together through an agreement between owner Palmeiras and operator WTorre Properties to transform the football club’s home stadium as a milestone of its centenary. WTorre will operate the site for 30 years.
Allianz Parque offers a daily tour for Palmeiras’ fans and stadium enthusiasts, a trophy room displaying the football club’s victories, and a mega store. The stadium is also home to a coworking space and restaurants, with two more set to open for daily operation. Additionally, Allianz Parque holds private soccer games, birthday parties, and corporate events in its lounges and restaurants, and the stadium will soon debut a rooftop events space for over 2,000 guests.
“The venue operation follows top world standards, and the location is privileged, being close to the metro station, two shopping malls, parking places, and hotels,” says Macedo. “The stadium relies on the latest technology, both to operate the stadium safely and keep it working for the comfort of fans. We hope guests have an amazing, positive experience they’ll remember.”
Allianz Parque features high-resolution screens of 103 square meters each, an LED ring, and more than 500 Wi-Fi antennas. The stadium has presented concerts by Paul McCartney, Coldplay, Foo Fighters, Ed Sheeran, BTS, and many other Brazilian and international artists.
On the future of Allianz Parque, Macedo says the venue is growing its nonmatch and nonevent offerings to provide additional experiences throughout the year and is investing in technology so visitors can interact with the stadium and be served in a more convenient way.
“In 2021, we decided to expand from being a one-venue company to being a small entertainment conglomerate,” says Macedo. “We believe that being part of IAAPA will help us to exchange experiences, broaden our horizons in the entertainment industry, and also create connections that might become partnerships moving forward.”
FAST FACTS
- Allianz Parque can modify the stadium into three different setups: full arena, amphitheater, and half-arena.
- In 2017, Allianz Parque was the first stadium in Brazil to receive certification from Guiaderodas for accessibility and assistance to people with disabilities.
- Edo Rocha Arquiteturas designed Allianz Parque, which meets the FIFA Stadium Safety and Security Regulations.
- From June 2020 to October 2020, Allianz Parque kept fans engaged during the COVID-19 pandemic through several drive-in events, including 71 sessions of concerts, stand-up shows, corporate events, kids’ attractions, and esports competitions.
