23 Dec 2014
Brazil’s Allianz Parque stadium opens to the public
BY Tom Walker
Brazilian football club SE Palmeiras has taken delivery of its new 43,600-capacity Allianz Parque stadium in Sao Paolo.
Designed by Brazilian architects Edo Rocha Arquiteturas, the venue has been described as “Latin America’s most modern multi-purpose event complex”.
With 43,600 covered seats – in addition to the 178 corporate boxes with seating for more than 3,000 people during football games – the venue is also equipped to host concerts, mega events, and corporate events.
Stadium facilities include shops, snack bars, food stalls, a panoramic restaurant and a convention centre.
Designed to offer an infrastructure readily adaptable to accommodate a variety of audience sizes and various types of events, the Allianz Parque can also be as an amphitheatre with 12,000 seats, or as a venue for mega events seating up to 55,000 people.
Allianz Parque’s first major event – and official opening – was a sold out concert by former Beatle Paul McCartney.
It is the sixth venue to be sponsored by German multinational financial services company Allianz – and the first Allianz-branded venue in Latin America.
The other five are the Allianz Arena in Munich, Germany; the Allianz Stadium in Sydney, Australia; the Allianz Park in London, England; the Allianz Riviera, France; and the Allianz Stadion in Austria (currently under construction).
Miguel Pérez Jaime, CEO of the company’s Brazilian subsidiary Allianz Seguros, said: “Naming a stadium is much more than investing in a prestigious venue. It can be considered a business platform since it creates a physical space for an emotional, direct relationship with current and potential customers, distributors and other stakeholders. It’s about market differentiation and humanising our brand.
“Naming this venue will add a new dimension to the Allianz brand in Brazil, besides placing it on the map of international events as Sao Paulo is renowned to be Latin America’s economic and entertainment capital.”
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