Allianz Parque, the home of Campeonato Brasileiro Série A football club Palmeiras, has launched a new venture which is designed to offer exclusive experiences and networking opportunities to its executive box owners.
Membership of ‘Club 160’ will be reserved exclusively for Palmeiras’ sponsors and executive box holders at the 43,700-capacity stadium in Sao Paulo. Exclusive events planned for members of the club include Copa 160, a football tournament for Club 160 members.
A culinary experience based on food served up at stadia around the world, and immersive behind-the-scenes access for concerts staged at Allianz Parque, will also be offered to members. Marcio Flores, director of marketing and innovation at Allianz Parque, told the Maquina do Esporte website: “Allianz Parque has the privilege of bringing together the biggest entrepreneurs in Brazil as customers.
“We want to awaken a sense of belonging in them, after all they also own a piece of our stadium, which is the biggest entertainment facility in the country. Together, we will create the best experiences for these customers and their guests, transforming the excitement of being at Allianz Parque into something even bigger.”
Executive boxes that hold 20 people currently have an average rental cost of R$350,000 (£61,700/€74,200/$80,000) per year, with capacity at Allianz Parque almost entirely full. In addition to Club 160 events, members will be granted access to Lounge Bar 160, a space in which they can hold meetings before, or after, events at the stadium.
Flores added: “We will create a common space for all customers in the premium areas of the stadium, where they will have the opportunity to meet on days of shows and games. It will be a new experience within the experience.”
Club 160 marks the latest innovative venture at Allianz Parque. In September, it was announced that the stadium would house what is claimed to be the largest sports-focused startup incubator in Latin America.
Occupying over 4,000 square metres of space in the northwest wing of the stadium, Arena Hub is scheduled to open in the first half of 2020, bringing together hundreds of startups with the mission of developing innovative concepts to meet the challenges of the sports industry, generating high economic and social impact.
Image: Allianz Parque