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NewC adds Atlético Mineiro, Cruzeiro to portfolio

Featured image credit: Arena MRV

Featured image credit: Arena MRV

Football-focused full-service provider NewC has entered into a partnership with Atlético Mineiro ahead of the club’s move to Arena MRV, while it has also signed a deal with fellow Brazilian football club Cruzeiro.

NewC said it would provide more details of its partnership with Atlético Mineiro in due course. The deal has been signed ahead of the scheduled opening of the 46,000-capacity Arena MRV in March.

The partnership is set to include ticket sales for matches at the stadium, which is nearing completion. Brazilian news outlet Globo reported that NewC’s deal will include a rating system for fans, who will be rewarded for attending matches with offers and promotions.

Last year, Atlético agreed a deal with Brazilian technology company Imply to deploy facial recognition at Arena MRV. The solution will mark a first for Brazilian stadiums through utilising the most modern access validation technologies integrated with facial recognition, biometrics, NFC, Bluetooth, RFID and QR codes.

The stadium is also set to feature a standing section behind one of the goals following requests from fans. The zone will be located in the lower south sector and Atlético agreed to the plan following consultation with the local fire department. The section will house around 2,800 fans.

The club is permitted to introduce a standing section after a new law was passed in 2021 that enabled stadiums to add non-seating areas, as long as they do not make up more than 20% of the venue’s overall capacity. The law also states that ticket prices in standing areas must be lower than in other areas of the stadium.

Meanwhile, NewC has partnered with Cruzeiro, with the club set to benefit from digital ticketing solutions as part of the deal. Cruzeiro currently plays in the second-tier Serie B.