Allianz Parque, home of Campeonato Brasileiro Serie A football club Palmeiras, has signed a sponsorship deal with Dutch brewing company Heineken.
As part of the agreement, Heineken and Amstel will be the official beers of the 41,000-capacity stadium. The deal was signed as fans returned to Allianz Parque on Saturday for Palmeiras’ match against Bragantino.
The deal between Heineken and WTorre Entertainment, which operates the stadium, will run until 2026. Brazilian news outlet Maquina do Esporte reports that the deal has been signed after WTorre won a legal battle against rival brewing company Ambev, which had demanded exclusive pouring rights at the stadium.
Guilherme Bailão, director of brand experience and sponsorship for Heineken in Brazil, said: “Our partnership with Allianz Parque enables the quality of the Heineken Group’s alcoholic and non-alcoholic portfolio, in particular Heineken, Heineken 0.0 and Amstel beers, to be increasingly present in the daily lives of consumers who like to enjoy a good meal and beer while experiencing major sporting, music or other events.”
Allianz Parque is a multi-use venue and has hosted several major music acts since opening in 2014. Heineken’s alcoholic beverages will only be sold at concerts and other events, with the non-alcoholic Heineken 0.0 to be sold at football matches.
Marcelo Frazão, marketing director at WTorre Entertainment, added: “The sponsorship of the Heineken Group reinforces our vocation of being a multi-brand platform. At Allianz, we have more than just a stadium, we are an entertainment centre with daily activities.
“In addition to football games, we have an extensive schedule of concerts, corporate events, daily tour activities and, soon, a pool of four restaurants. This diversity of audiences allows us to expand our operations in the sponsorship market and explore consumer exclusivity.”
Allianz Parque currently has a Japanese restaurant and this will soon be complemented by outlets specialising in Italian food, grilled food, and burgers.
Last month, Allianz Parque agreed a deal for ordering platform Pede Pronto to become its official food and beverage application. The partnership will give fans the chance to order items via their phone from any of the restaurants and cafeterias within Allianz Parque.