By reaching agreements with football teams and a concert producer, Allegra Pacaembu, the owner of the Mercado Livre Arena Pacaembu, has advanced its goal of transforming the renovated stadium into a true multi-purpose arena.
After winning a 35-year contract, Allegra Pacaembu assumed operation of the Estádio do Pacaembu complex in January 2020. Beginning in June 2021, the corporation is nearing the conclusion of a three-year project that included restoring the Pacaembu completely while honouring the venue’s heritage in São Paulo and optimising its potential.
The stadium complex, which before the renovation still occasionally held home games for the top four football clubs in the State of São Paulo—São Paulo, Corinthians, Palmeiras, and
In an effort to preserve the football legacy, Allegra Pacaembu has revealed that agreements have been made with Cruiser, São Paulo, and Santos, which will bring in games from its base in Belo Horizonte.
Cruzeiro will first play two games at the Pacaembu in 2024, while São Paulo and Santos will each host up to ten. The agreements were reached using a different paradigm than Brazilian football’s customary stadium rental arrangements.
The clubs have agreed to a revenue-sharing arrangement with Allegra Pacaembu, whereby they will split the earnings from the games themselves, as opposed to paying a leasing charge. As a result, emphasis will be placed on marketing the matchday experience and enticing spectators to come early and remain late.
The CEO of Allegra Pacaembu, Eduardo Barella, explained the idea to Globo Esporte. “Look, every time you go to play in a place that doesn’t belong to you, the discussion is – ‘I’ll take the fans and just keep the ticket (revenue)’,” Barella said. While the operator gains from (earns money from) parking, food and drink, and other services.
There are constantly conflicts and arguments. What then do we add? Will we here align our interests? To show the clubs that this would be more beneficial if we were partners, we developed a project based on statistics.
There is no rent, and all operating, security, cleaning, emergency services, and other costs are open-ended.
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