Nubank seeks approval for new signage at Palmeiras stadium

Nubank is working to establish its naming rights for the Palmeiras stadium, now called Nubank Parque, following the expiration of the Allianz Parque era. To reinforce the new identity, the digital bank has launched a marketing campaign featuring content creator Fred Bruno, who plays a “naming rights inspector” to encourage fans to adopt the new name.

Simultaneously, the physical branding of the arena faces regulatory hurdles. A new signage project submitted to the São Paulo City Hall is currently awaiting approval from the Urban Landscape Protection Commission (CPPU). To comply with the “Lei Cidade Limpa” (Clean City Law), which prohibits external illuminated panels, Nubank has modified its proposal to feature a non-illuminated sign instead of the LED or electronic displays included in previous rejected versions. The Municipal Secretariat of Urbanism and Licensing has requested additional documentation before proceeding with the analysis.