- At all four São Paulo stadiums, TV accounts for 90% or more of the times the name is seen or heard.
- Nubank pays 2.4 times what Neo Química pays and gets half the brand recall nationwide.
- Where a home club plays, name recall is 4 to 11 points higher among people who have been within 5 km of the stadium.
- Names that keep the original, as Pacaembu’s does, build brand equity faster.
What a brand buys when it names a stadium
When Allianz Parque was renamed Nubank Parque in 2026, the new sponsor knew a new sign wouldn’t be enough. Its launch campaign cast Fred Bruno as a “naming rights inspector” and, tongue in cheek, assumed that much of the public would go on saying Allianz for quite a while. The joke captures the bind every buyer of stadium naming rights is in. The contract changes the facade overnight, while the change in people’s heads takes years and sometimes never quite happens.
This study measures the distance between those two moments. We followed the money behind four São Paulo stadium deals and compared them with two European benchmarks, Barcelona’s Camp Nou and Dortmund’s Signal Iduna Park. The path runs through four stages, from what the brand pays to how many times its name is seen or heard, then to how much of the public remembers it and, finally, to what that memory is worth. All values are in Brazilian reais (R$).
Why a stadium name can be worth money
The logic behind the math comes from Byron Sharp and Jenni Romaniuk’s work on how brands grow. In that line of research, a brand gains share when it comes to mind at the moment of purchase, and much of that work is done by distinctive assets, the colors, symbols and names that call up the brand without effort. To play that role, an asset has to meet two conditions. It has to be unique, meaning no other brand can use it, and it has to carry brand equity, meaning most people connect it to the right brand.
Naming a stadium amounts to renting one of those assets, with a twist. The contract settles the first condition on its own, since only one brand can lend its name to that stadium. The second depends on repetition, on how many times the name is spoken on broadcasts and for how many years. The sections that follow measure precisely that gap between what the signature guarantees and what has to be built afterward.
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- What a thousand exposures of the name cost
- How we calculated CPM
- What the public calls each stadium
- How much the public remembers, nationwide and nearby
- What each point of recall costs
- The six contracts side by side
- Six conclusions for buyers and media planners
- Brazil’s naming rights market
- Method and sources
What a thousand exposures of the name cost
The first question is a media question. If the stadium’s name were an ad, what would a thousand exposures cost? To answer it, we added up every occasion on which the name is seen or heard over a year, from fans coming through the turnstiles to viewers following the game on TV in Brazil or abroad, including Champions League and Copa Libertadores matches and streaming. Then we divided the contract’s annual cost by that total. The next section walks through the calculation; for now, the result is what matters.
○ At Camp Nou, the hollow circle shows the CPM including the €20 million conditional fee (R$323). Pacaembu, at R$4,784, is off the scale: 33 times Neo Química's.
The three São Paulo stadiums with a home club fall within a fairly narrow band, and television is the reason. With a game on free-to-air TV every week, their CPMs run from R$143 to R$328, a spread driven far more by what each contract costs than by differences in audience, since all three appear on practically the same broadcast schedule.
At every stadium, TV accounts for 90% or more of exposures. Whoever buys a stadium’s name is buying, above all, airtime.
The outliers help explain the rule. Camp Nou’s deal costs almost three times Neo Química Arena’s, yet its CPM comes in at R$161, because Barcelona draws an audience outside Spain and played six Champions League games at home. At the other end sits Pacaembu, which has no home club and had a single televised game in 2025, so each thousand exposures costs R$4,784. There, Mercado Livre is paying for concerts and events, a kind of presence that match commentary doesn’t offer and that CPM alone can’t capture. That case will come back, in a different light, once we get to recall.
How we calculated CPM
To compare stadiums this different, we applied the same formula to all six. It counts stadium visits, home games broadcast on domestic and international TV, Champions League or Libertadores matches, and streaming. Only games and events held at the stadium itself are included, so the Club World Cup, away games and national-team matches were left out across the board.
Each term in the sum has its own source and assumptions, summarized below.
- 01Stadium
In person
Annual stadium visits, combining paid soccer attendance with concert and event tickets where those were published. Each visit counts as one exposure.
- 02TV
Domestic TV
Televised home league games multiplied by the average domestic audience per game. For Brazil, we used 16 rating points on Kantar Ibope’s national TV panel (PNT), TV Globo’s floor for the 2025 Brasileirão, Brazil’s top-flight league, which equals 11.1 million people per game. For Spain and Germany, we used each club’s average audience per game (Barlovento and Sport Bild).
- 03Abroad
International TV
No league publishes international audience per game. LaLiga reports 2.7 billion cumulative viewers per season, the equivalent of 7.1 million per game and nine times the domestic average. We assumed eight times each club’s domestic audience for LaLiga and the Bundesliga, and zero for the Brasileirão.
- 04Cup
Champions League and Libertadores
For the Champions League, 15 million live viewers per home game. For the Libertadores, 21 PNT points for games carried by TV Globo (14.5 million); Corinthians’ Libertadores qualifiers aired in São Paulo only (26 points, 5.2 million).
- 05Online
Streaming
Published views of each club’s 2025 Brasileirão games on CazéTV (YouTube), with half attributed to home games. There’s no equivalent data for Barcelona and Dortmund.
- 06R$
Cost
Annual naming rights fee as reported. Pacaembu’s comes from its 2025 accounting revenue, and the European deals were converted at €1 = R$6.0522 (October 30, 2026).
| Stadium | Cost (R$M) | Stadium | Domestic TV | Int'l TV | Continental | Streaming | Total | CPM (R$) · range |
|---|---|---|---|---|---|---|---|---|
 Neo Química Arena | 21.0 | 1.64 | 94.2 | 0 | 10.4 | 41.0 | 147.1 | 143143–154 |
 MorumBIS | 25.0 | 1.34 | 88.6 | 0 | 43.6 | 26.4 | 160.0 | 156132–215 |
 Spotify Camp Nouconditional: €20M | 60.5121.0 | 1.45 | 31.5 | 252.0 | 90.0 | n/a | 375.0 | 161102–276 · conditional 323 |
 Nubank Parque | 51.0 | 2.18 | 83.1 | 0 | 58.2 | 12.2 | 155.6 | 328276–523 |
 Signal Iduna Parkpackage | 66.6 | 2.20 | 13.8 | 110.7 | 75.0 | n/a | 201.7 | 330200–549 |
 Mercado Livre Arena Pacaembuestimate | 55.0 | 0.42 | 11.1 | 0 | 0 | n/a | 11.5 | 4,7844,700–4,800 |
Exposures are contacts, not unique people: someone who watches eight games counts eight times, as in any media CPM. The range varies international TV between 4 and 12 times domestic, the Champions League between 10 and 30 million per game, and the Libertadores between none and all home games on TV Globo.
With exposures broken down by channel, head-to-head comparisons come into focus. Three of them show that a contract’s price and its cost per exposure can move in very different directions.
With the Champions League in the math, Camp Nou lands in São Paulo’s range
- 011.1×
Camp Nou ÷ Neo Química
Camp Nou’s CPM is 1.1 times Neo Química’s, even though the contract costs 2.9 times as much a year. Reach makes up for the price gap, since Barcelona puts the name in front of fans 375 million times a year, including 252 million outside Spain and 90 million across six Champions League home games.
- 022.3×
Nubank ÷ Neo Química
Nubank Parque’s CPM is 2.3 times Neo Química’s, and the contract costs 2.4 times as much. The two stadiums are in the same city and appear on the same free-to-air TV. Palmeiras played six Libertadores games at home while Corinthians only made the qualifying round, but that edge in exposure comes nowhere near offsetting the difference in price.
- 032.0×
Signal Iduna ÷ Camp Nou
Signal Iduna Park’s CPM is double Camp Nou’s, on a contract only 1.1 times as expensive. For about the same money, Dortmund delivers half the exposure, because it draws 814,000 viewers per game on German TV against Barcelona’s 1.7 million in Spain, and it played five Champions League home games.
The data behind these calculations is gathered in the table below, stadium by stadium.
| Stadium · club | Annual cost | Capacity | 2025 soccer attendance | Concerts and events | Home games on TV | Audience per game | Champions League or Libertadores | Fan base | Followers |
|---|---|---|---|---|---|---|---|---|---|
| Nubank ParquePalmeiras | R$51M | 43,713 | 1,188,503 | 988K | 7.5 | 11.1M | 64 on Globo | 11.6M7% | 24.5M |
| Neo Química ArenaCorinthians | R$21M | 48,905 | 1,638,530 | n/a | 8.5 | 11.1M | 2qualifiers, São Paulo only | 23.2M14% | 43.1M |
| MorumBISSão Paulo FC | R$25M | 66,795 | 1,061,468 | 281K | 8 | 11.1M | 53 on Globo | 10.0M6% | 22.0M |
| Mercado Livre Arena Pacaembuno home club | R$55M | 26,000 | ~170Kest. | ~250Kest. | 1 | 11.1M | 0 | — | — |
| Spotify Camp NouBarcelona | €10Mup to €20M | 62,652 | 1,446,520 | n/a | 19 | 1.66M | 62025/26 | 9M27% | 441.8M |
| Signal Iduna ParkDortmund | €11M | 81,365 | 2,199,042all events | included | 17 | 0.81M | 52025/26 | 7.6M11% | 90M |
Fan base: Datafolha, July 2026, out of 166 million Brazilians aged 16 or older; Barcelona, 27% of Spaniards (Betfair, Nov 2025); Dortmund, 10.9% of Germans aged 14 or older (YouGov, 2019). Followers: Ibope Repucom (Jul 2026), CIES (May 2026) and BVB itself (Oct 2026).
CPM is only one way to split a contract’s cost. Divided per fan, per seat or per social media follower, the same fee produces different rankings, and the comparison shows what each metric tends to favor.
| Stadium | R$ per fan | R$ per follower | R$ per seat | In-person-only CPM | Domestic-TV-only CPM |
|---|---|---|---|---|---|
| Neo Química Arena | 0.90 | 0.49 | 429 | 12,816 | 223 |
| MorumBIS | 2.51 | 1.14 | 374 | 18,622 | 282 |
| Nubank Parque | 4.39 | 2.08 | 1,167 | 23,432 | 614 |
| Spotify Camp Nou€10M | 6.72 | 0.14 | 966 | 41,840 | 1,921 |
| Signal Iduna Parkpackage | 8.76 | 0.74 | 818 | 30,274 | 4,811 |
| Mercado Livre Arena Pacaembuestimate | — | — | 2,115 | 130,952 | 4,955 |
Counting domestic TV alone, the European stadiums look ten times more expensive, a distortion that comes from the way exposure is measured and disappears once international audiences are added. Per follower, Barcelona comes out cheap because its base is global (442 million). Per seat, Signal Iduna Park is the cheapest of the European stadiums, with 81,365 seats, the largest on the list.
What the public calls each stadium
The CPM math says what it costs to get the name on air, but not whether the public starts using it. Until the askIQ surveys run for this study, no research firm had measured recall of these stadiums’ commercial names. What existed was editorial evidence, such as who has adopted the new name, who resists it and how long the brand has been on the facade. Taken together, that evidence shows a name’s starting point matters as much as the money behind it.
- Nubank ParquePalestra Itália → Allianz Parque (2014) → Nubank Parque (2026)11 yearsof Allianz to eraseNubank’s own launch campaign, with Fred Bruno as a “naming rights inspector,” takes for granted that much of the public will keep saying Allianz Parque. Allianz left before its term was up, citing “brand awareness achieved.” Experts consulted during the vote on the new name estimate it will take five years of activation for it to stick.
- Neo Química ArenaArena Corinthians (2014) → Neo Química Arena (2020)6 yearsof the name, at the end of its cycleIn September 2020, TV Globo began saying Neo Química Arena, Allianz Parque and Arena MRV on air without charging for the name. Since then it has become the most established commercial stadium name in Brazil, even as it nears the end of its cycle. Corinthians is negotiating an early exit with Hypera, and Caixa is the favorite to replace it, at around R$15 million a year.
- MorumBISMorumbi (1960) → MorumBIS (2024)65 yearsof Morumbi beneath the wordplayThe press reported a mixed reaction and lingering attachment to “Morumbi.” Mondelēz never disclosed a recognition metric, only its goal of gaining 20% market share for Bis by 2030. Since the contract won’t be renewed, the stadium goes back to being Morumbi in February 2027.
- Mercado Livre Arena PacaembuPacaembu / Paulo Machado de Carvalho (1940) → Mercado Livre Arena Pacaembu (2024)146events a year, three quarters of them outside soccerThe commercial name keeps the historic nickname, and the facade still reads “Paulo Machado de Carvalho.” Exposure comes from concerts and corporate events far more than from sports commentary. There’s no survey or reporting on whether the public has adopted the name.
- Spotify Camp NouCamp Nou (1957) → Spotify Camp Nou (2022)625 to 49member votes in favor of the dealThe brand comes first, and the historic name is preserved. The press uses the full name, and a 2022 social listening study counted 290,000 mentions of “Spotify Camp Nou” in eight months, mostly neutral. Among polarized fans, 22% to 42% of mentions were positive, depending on the platform.
- Signal Iduna ParkWestfalenstadion (1974) → Signal Iduna Park (2005)21 yearsof the name, and the dispute goes onThe ultras greet visitors with “Willkommen im Westfalenstadion” and staged a “Für immer Westfalenstadion” tifo in 2023. For the Champions League and Euro 2024, the stadium was called “BVB Stadion Dortmund.” In Germany, only 22% of fans think it’s acceptable for a brand to publicize its support for the team.
Read side by side, the six stories sketch three situations. When the commercial name keeps the original, as at Pacaembu and Camp Nou, it slips into everyday speech without much of a fight. When it replaces the original, as happened to Arena Corinthians and the Westfalenstadion, adoption tends to take around five years and depends heavily on whether TV agrees to say it on air, and Dortmund shows that resistance can last for decades. The hardest case belongs to a brand that replaces another brand, because the new name inherits the old one’s place in memory and first has to push it out.
Part of the R$51 million Nubank pays each year goes toward erasing eleven years of Allianz.
How much the public remembers, nationwide and nearby
To move past anecdote, we ran eight askIQ surveys in November 2026, which drew 5,710 responses in all. Each São Paulo stadium got two multiple-choice questions. The first asked which company the stadium is named after, with the right brand mixed in among three competitors, and the second asked what the stadium is called, with the commercial name mixed in among former and official names. We then compared the answers of people who had been within 5 km of the stadium, identified through geoIQ location data, with those of Brazil as a whole. The difference between the two groups is the lift.
- Brazil
- Within 5 km of the stadium
Near the stadium, the sponsor moves up the ranking
The effect becomes clearer when you look at where each answer ranks. At three of the four stadiums, proximity moves the sponsor up. Neo Química is the No. 2 answer nationwide, behind Medley, and becomes No. 1 near the stadium, with a 7.4 pp lead. Nubank Parque trails Palestra Itália and Allianz Parque nationwide, but in the neighborhood it already overtakes Allianz. MorumBIS climbs from third to second on the name question and still sits 23 to 27 pp behind Cícero Pompeu de Toledo, while the Bis brand trails Baton in every cut of the data.
Mercado Livre is the exception. It leads across the board, but with a narrower margin near the stadium, which shrinks from 19.4 to 14.9 pp on the brand question and from 15.1 to 4.8 pp on the name question. That fits a stadium with no home club, whose name travels more through the press and the concert calendar than through the neighborhood’s daily routine.
What each point of recall costs
With cost, exposure and recall measured, the ends of the chain can be joined in a single table. For each stadium, it shows the annual investment, exposures, CPM, the share of Brazilians who get the brand and the name right, the name’s lift in the neighborhood and, finally, what each point of brand equity costs. That last figure comes closest to answering the question a sponsor actually cares about, which is how much it pays, per year, for each percentage point of the country that links its brand to the stadium.
| Stadium | Investment/yr | Exposures | CPM (R$) | Brand · Brazil | Name · Brazil | Name lift | Cost per point |
|---|---|---|---|---|---|---|---|
| Neo Química Arenaname since 2020 | R$21M | 147M | 143 | 28.8% | 36.5% | ▲ +10.5 pp | R$0.73M |
| MorumBISname since 2024 | R$25M | 160M | 156 | 18.2% | 13.9% | ▲ +4.4 pp | R$1.37M |
| Nubank Parquename since 2026 | R$51M | 156M | 328 | 14.9% | 15.7% | ▲ +8.0 pp | R$3.42M |
| Mercado Livre Arena Pacaembuname since 2024 | R$55M | 12M | 4,784 | 40.5% | 33.7% | ▼ −2.6 pp | R$1.36M |
Cost per brand equity point is the annual investment divided by the percentage of Brazilians who correctly name the brand, and it’s meant for comparing orders of magnitude. Because brand equity builds up over the years of a contract, the newest names (Nubank, 2026) are still paying for something they’ll only harvest later.
The table sums up four very different situations. Each point costs Nubank 4.7 times what it costs Neo Química, while Pacaembu, with the worst CPM in the study, ends up with a cost per point close to MorumBIS’s. The profiles below explain what sits behind each number.
- Neo QuímicaA unique asset with brand equityR$0.73Mper brand equity pointIt has the lowest CPM and the highest name lift, and it’s the only São Paulo commercial name that already beats the old one nationwide. Six years of on-air mentions did that work.
- NubankA unique asset, with no brand equity yetR$3.4Mper brand equity pointThe most expensive contract in the country buys a name that’s still only the third answer nationwide. Even so, the 8 pp lift near the stadium, achieved in a few months, suggests memory is already forming where the name is part of daily life.
- MorumBISThe brand is remembered, the name hasn’t caught onR$1.4Mper brand equity pointThe public recognizes Bis but hasn’t adopted MorumBIS, which has the smallest name lift among the stadiums with a home club. Because the original name is still inside the pun, it never becomes a distinctive asset. The contract ends in January 2027.
- PacaembuBrand equity without match commentaryR$1.4Mper brand equity pointIt has the highest CPM and a negative lift, yet it’s the most-remembered brand in the study nationwide (40.5%). Mercado Livre is buying a name that keeps “Pacaembu” and that the press and the concert calendar have already cemented.
The six contracts side by side
Some of these differences originate in how each contract is designed, and the six compared here have little in common. They vary in how they treat the original name, whether a club plays there every week, how long they run, how the fee is charged and what comes bundled in the package. For anyone negotiating naming rights, the table also works as a list of questions to ask before signing.
| Stadium | The name | Who plays there | Term | Annual fee | CPM | Brand · Brazil |
|---|---|---|---|---|---|---|
| Neo Química ArenaNeo Química (Hypera) | Replaced "Arena Corinthians" | Corinthians, every week | 2020 to 2040 · 20 years | R$15M, inflation-adjusted (R$21M today). Name only | 143 | 28.8% |
| MorumBISBis (Mondelez) | Wordplay on "Morumbi" | São Paulo FC, every week | 2024 to Jan 2027 · 3 years | R$25M. Name only | 156 | 18.2% |
| Nubank ParqueNubank | Replaced "Allianz Parque," which was already a brand | Palmeiras, every week | 2026 to 2044 · 18 years | US$10M, about R$51M. Paid in dollars | 328 | 14.9% |
| Mercado Livre Arena PacaembuMercado Livre | Put the brand up front and kept "Pacaembu" | No club. City-owned stadium | 2024 to 2029 · renewable up to 30 | R$10M in the contract; R$55M in 2025 revenue | 4,784 | 40.5% |
| Spotify Camp NouSpotify | Put the brand up front and kept "Camp Nou" | Barcelona, every week plus Champions League | Since 2022, per season | €10M; rises to €20M above 90% occupancy | 161 | not measured |
| Signal Iduna ParkSignal Iduna | Replaced "Westfalenstadion" in 2005 | Dortmund, every week plus Champions League | 2022 to 2031 · 9 years | €11M. Package: name, LED, club TV and channels | 330 | not measured |
Values in reais converted at R$6.05 per euro. Neo Química, Nubank and Pacaembu carry different values depending on the source. "Not measured": the stadium wasn't part of the surveys, which covered São Paulo only.
Six conclusions for buyers and media planners
Putting cost, exposure and memory together, the study arrives at six conclusions, useful both to a brand weighing whether to buy a stadium’s name and to whoever plans the media around it.
- 0190%
The price of a name tracks TV.
Neo Química Arena draws 1.6 million people to the stadium and racks up 94 million exposures on domestic TV. Buying naming rights means buying on-air mentions above all, which is why CPM tracks the broadcast schedule far more closely than attendance.
- 024.7×
Paying more doesn’t guarantee more recall.
Nubank pays 2.4 times what Neo Química pays and gets half the brand recall nationwide (14.9% vs. 28.8%), so each point of brand equity costs it 4.7 times as much. What separates the two is six years of the name on TV versus a few months.
- 03+4 to +11 pp
Nearby, new and old contracts advance at a similar pace.
Where games are played, the name lift is about the same size whatever the contract’s age: +8 pp for Nubank, +10.5 for Neo Química and +4.4 for MorumBIS. What takes time is winning over the rest of the country.
- 0433.7%
Keeping the original name speeds up adoption.
Both names debuted in 2024. Pacaembu’s, which kept the old word, is remembered by 33.7% of Brazilians, while MorumBIS, which hid Morumbi inside a pun, is remembered by 13.9%.
- 05−32.8 pp
Without brand equity, a competitor gets the credit.
Asked who Nubank Parque is named after, Brazilians pick C6 Bank over Nubank by a margin of 32.8 pp. At MorumBIS, Baton beats Bis by 16.4 pp.
- 06−9.9 pp
Without games, the name depends on media.
Pacaembu is the only stadium where being nearby lowers brand recall. Its name circulates through the press and the concert calendar and only a little through the neighborhood’s daily routine.
Brazil’s naming rights market
The four São Paulo stadiums are the most visible slice of a much larger market. We mapped 347 naming rights contracts in Brazil, ranging from stadiums to subway stations. Of those, 128 are in force, and 80 started in 2025 and 2026, driven by betting companies, banks and credit unions. In light of what this study found, most of these recent buyers have so far acquired only exclusive use of a name, and few have a contract long enough to build brand equity.
- All records
- In force
Loading the contracts map…
What the study means for buyers and sellers
To return to Allianz Parque, where this story began, the study’s central finding is that a contract delivers exclusive use of a name on day one, while brand equity depends on how often that name is said. That, in turn, takes a home club, games on free-to-air TV and years under contract. It’s why Neo Química Arena, which has the lowest cost per exposure, is also the name that has grown most in the public’s memory. Names that keep the original build brand equity faster, whereas those that swap one brand for another or lean on a pun inherit the previous name’s memory and need more years to take hold.
For buyers, the right math covers the whole chain, from cost per exposure to cost per point of brand equity, and it pays off more when recall is anchored in concrete moments such as the game, the concert and the neighborhood. For media planners, the lift data suggests that, wherever a home club plays, the area around the stadium is where the name sticks first, which makes it a natural starting point for activating the sponsorship. For sellers, 2027 reopens the São Paulo market, with Morumbi returning to its original name and Neo Química Arena changing brands.
Method and sources
Theory
Sharp, How Brands Grow (2010); Romaniuk and Sharp, How Brands Grow Part 2 (2016); Romaniuk, Building Distinctive Brand Assets (2018); Romaniuk and Sharp, Conceptualizing and measuring brand salience, Marketing Theory (2004). Synthesized from the Brand Science Notes, powered by Groundflow.
Exposure, price and contracts
CPM uses reported cost (Pacaembu from its 2025 financial statements), 2025 attendance, Kantar Ibope PNT audience, Barlovento and Sport Bild, plus stated assumptions, with ranges, for international and Champions League audiences. The full model is in the section “How we calculated CPM,” and the contracts, with a source for each record, are in the map under “Brazil’s naming rights market.”
Limits of the math
The CPM in this study is the ratio between contract cost and estimated contacts with the stadium’s name at games and events held there. It doesn’t measure on-screen brand visibility, exposure time, press mentions or social media, nor does it separate reach from frequency. International and Champions League audiences are stated assumptions, with ranges, so the comparison between stadiums is more robust than any absolute value. Contract values are those reported by the press, except Pacaembu (2025 financial statements; estimated attendance) and the official terms for Spotify and Signal Iduna; no contract is public in full, and packages include activations and hospitality. Signal Iduna Park's €11 million a year (€100 million over nine years, according to Bild) includes “champion partner” status (LED, BVB-TV, club channels). The values aren't net revenue for the clubs: Nubank negotiated with WTorre, and Pacaembu belongs to the concessionaire Allegra.
In person. Nubank Parque: 1,188,503 paying Palmeiras fans in 2025 plus 988,000 concert tickets (Pollstar). MorumBIS: 1,061,468 São Paulo FC fans plus 281,000 at concerts. Neo Química: 1,638,530 paying soccer fans at the stadium (Gazeta Esportiva). Camp Nou: 2025/26 season average of 49,880 times 29 home games. Signal Iduna Park: 2,199,042 visitors in 2025, all events (Stadionwelt). Pacaembu: 141 events in 2025 with no published attendance; the estimate adds up to about 420,000 visits (range of 300,000 to 600,000), and at either the ceiling or the floor the CPM lands between R$4,700 and R$4,800.
Domestic TV. Kantar Ibope doesn't publish average audience by club, so we used 16 PNT points (1 point = 692,281 people in 2025), TV Globo's floor for the 2025 Brasileirão. Free-to-air games per club come from Trivela's count for the São Paulo market, halved to estimate home games. Barcelona: 1.658 million per game (Barlovento). Dortmund: 814,000 per game on Sky and DAZN (Sport Bild).
International TV and continental competitions. LaLiga reports 2.7 billion cumulative viewers per season (IMG); we assumed 8 times the domestic audience for Barcelona and Dortmund and zero for the Brasileirão. Champions League: 15 million per home game, range of 10 to 30. Libertadores 2025: 21 PNT points across TV Globo's 13 network broadcasts; Corinthians' Libertadores qualifiers aired in São Paulo only. The Club World Cup, away games, national teams and the Copa do Brasil were left out for all.
Streaming. YouTube views are neither people nor minutes watched; CazéTV only published its highest-audience games (Corinthians 81.98 million across 8 games; São Paulo FC 52.78 million across 4; Palmeiras 24.47 million across 4), and half was attributed to home games. Premiere, SporTV and Prime Video don't publish audience per game, which understates Brazil.
Exchange rates and fan base. €1 = R$6.0522 and US$1 = R$5.4212 (October 30, 2026, Central Bank of Brazil and OBM), with no inflation adjustment. Fan base: Datafolha, July 2026 (2,004 interviews, 2-point margin of error), out of 166 million Brazilians aged 16 or older; Barcelona, Betfair (Nov 2025); Dortmund, YouGov (2019). Followers are accounts, not people, and span five platforms.
Sources consulted. Contracts: ge, Brazil Journal, Pacaembu financial statements, SportsPro, Crónica Global, Forbes España, Signal Iduna press release, Stadionwelt/Bild. Attendance and capacity: reports from Palmeiras, SPFC, Barcelona and BVB, Gazeta Esportiva, Poder360/Pollstar, Money Times. TV and streaming: Kantar Ibope, Globo, Máquina do Esporte, Trivela, Barlovento, Sport Bild, Nielsen, IMG, DFL, Lance. Fan base and social: Datafolha, Ipsos-Ipec, YouGov, Betfair, CIES. Brand: Goal, Terra/Estadão, Exame, Diário de Pernambuco, O Tempo, Lance, Ruhr Nachrichten, Sport1, Horizont/YouGov. Logos are registered trademarks of the sponsors, used for identification only.
Recall
Eight askIQ surveys, November 2026, 5,710 responses, aided recall via multiple choice. Exposed group: people who had been within 5 km of the stadium, based on HYPR location data (geoIQ). Control group: Brazil. Lift in percentage points. Report: HYPR Brand Lift, November 2026.