Nubank partners with WTorre and acquires naming rights to the arena that has become Latin America’s leading venue for matches and concerts

São Paulo, April 10, 2026 – Nubank, one of the world’s largest digital financial services platforms, announces the acquisition of the naming rights to Sociedade Esportiva Palmeiras’ arena, in a long‑term partnership signed with WTorre, the company that manages the venue. The move positions Nubank at the epicenter of Brazilian sport, entertainment, and culture and places the institution at the heart of the largest multi‑purpose arena in Latin America.

Nubank will turn the definition of the new identity into a co‑creation process: the choice of the arena’s new name will be made by popular vote. Fans and regular visitors will be able to choose between three options tied to the arena’s history and tradition at nubank.com.br/vote, from April 10 to April 30. The options are: Nubank Parque, Nubank Arena, or Parque Nubank.

More than just a vote on the website, public participation will become a memory. Unlike many other stadiums in Brazil, Palmeiras’ stadium has never been named after a person. This fact inspires the second part of Nubank’s surprise for those attending the stands. Before the official name change, those who voted will be able to have their names displayed in the space.

The winning name will be revealed in early May. During the transition period, the arena will display the names of those who participated in the vote. Participants will also be able to watch the video of their vote on the website www.nubank.com.br/seunomenaarena and share it on social media.

The complete visual transformation, with new colors and branding, will take place at the end of July, along with the inauguration of the Nubank Ultravioleta Lounge, an exclusive space with a privileged view of the arena, and the Portão Nubank Ultravioleta, a gate that will provide access to the VIP boxes and will feature a new design.

“We are experiencing a unique moment. Today, Nubank serves more than 113 million people in Brazil and is the largest private financial institution in the country in number of customers. Bringing our brand to a sporting and cultural space of this importance reaffirms our commitment to the country where it all began and brings us even closer to the passions of Brazilians,” says Livia Chanes, CEO of Nubank Brazil. “Taking on this physical stage reflects our evolution. We want to bring the ‘Nubank way’ into the arena, ensuring that the fan is the true protagonist of this new chapter.”

The announcement marks Nubank’s “Day 1” in the arena’s ecosystem. “From now on, we will delve into the operation to understand how our culture of innovation can contribute to the daily lives of those who frequent the venue, removing complexities and raising the standard of entertainment and convenience. We want to combine our approach to technology and design with the scale of an arena that is already part of the emotional memory of millions of Brazilians,” says Juliana Roschel, Vice President of Marketing at Nubank.

For Nu customers, the advantages will soon be tangible, with initiatives, activations, and benefits designed for different audience segments and integrated into the fan’s journey in the arena.

“From Walter Torre’s initial plans with Palmeiras, the arena was designed to be ahead of its time. Nubank’s arrival reinforces our constant pursuit of innovation and excellence in customer experience. We are building on an already very successful multi-purpose arena to evolve our connection with new audiences, become more technological, and position ourselves prominently in a global context where entertainment and live sports are increasingly valued,” says Marcelo Frazão, Vice President of WTorre Entertainment.

According to WTorre, the arena closed 2025 as the main concert venue in South America, with 33 such events that brought together 1.1 million spectators. In more than 10 years of operation, the venue hosted 17.7 million people in 2,339 events — 8.6 million in games and 8.1 million in concerts —, more than 400 of which had more than 40,000 spectators, consolidating itself as one of the largest sports and entertainment hubs in Latin America.

The arena sponsorship adds to Nubank’s recent announcements that expand the institution’s presence in strategic areas of sports and entertainment. In the United States, the company signed a long-term agreement with Inter Miami CF, which includes the naming rights to the stadium of the current MLS Cup champion, now called Nu Stadium. In January, Nubank also became an official partner of the Mercedes-AMG PETRONAS Formula 1 Team.

With a strong reach in Latin America and the United States, these initiatives reinforce the company’s ambitions for sustained growth while generating immediate value in Brazil, Mexico, and Colombia — countries with a significant sporting legacy and passionate fans. By taking over the arena in São Paulo, Nubank deepens this connection with sports, music, and major events, ensuring its presence in the moments that matter most to people, both inside and outside the stands.