Allianz Parque, home of Campeonato Brasileiro Serie A football club Palmeiras, has entered into a partnership with the Octagon marketing agency to enhance the fan experience at the venue.

The two parties will initially work on research and planning to ensure the safe return of fans to the stadium, which has not welcomed any spectators since the onset of the COVID-19 pandemic last March.

Allianz Parque will also work with Octagon on the development of its stadium passport, which will act as a season ticket and provide fans with guaranteed admission throughout the year. Fans will be given a seat marked with their own name and will receive price discounts on stadium tours and other benefits.

Additionally, Octagon will work on the restructuring of Allianz Parque’s centenary lounge. The partnership will also focus on the ‘Arena Viva’ concept, which will look to enhance Allianz Parque’s status as a major entertainment hub.

Felipe Borsoi, marketing manager at the stadium, said: “Allianz Parque is constantly listening to its audience, whether they are fans of Palmeiras or those who frequent the arena due to the great events that we host here.

“Specifically dealing with the ‘Allianz Parque Passport’, through a survey we did with Palmeiras fans, whether they are associated with the program or not, we were able to map interesting points not only to gain loyalty, but to attract more and more audiences. For this, the partnership with Octagon Brasil will be fundamental for us to be able to restructure the performance of the passport and deliver an even better experience.”

Arnaldo Garcia, director of Latin America projects at Octagon, added: “For us at Octagon Brasil, it is a source of great pride and joy to be able to work with Allianz Parque, the best and most modern multi-purpose arena in Brazil and Latin America.

“The entire work process established and which has been carried out together, added to the research, will bring a complete diagnosis of the products offered to Palmeirenses, mainly through the passport. In this way, we will present and bring the improvements to make the product even better known and attractive to fans for when they can come back to visit Allianz Parque.”

Allianz Parque opened in 2014 and has a seated capacity of around 43,000.

Image: Roberto Sabino/CC BY 2.0/Edited for size