Maracanã appoint IMG to expand commercial offering

Maracanã has entered a partnership with IMG designed to broaden the commercial offering of Rio de Janeiro’s flagship stadium.The agreement is intended to boost revenue potential while improving the visitor experience, as stadium operators look beyond matchday income and increase the venue’s appeal to sponsors, promoters and premium hospitality buyers.In its announcement, Maracanã said: “The partnership marks a significant opportunity. The Maracanã will work with IMG to enhance its commercial offerings and reinforce its position as a leading entertainment platform worldwide.”Alexandre Massura, IMG’s director of new business, said: “The importance of the partnership is that IMG is contributing a strategic vision, combining global benchmarks, local knowledge, and experience in structuring commercial platforms for large sports properties.“Our goal is to support Fla-Flu Serviços in developing a strategy that maximises the value of the stadium in the short term and medium term.”IMG is expected to develop new commercial propositions, including packaged event services aimed at meeting the needs of fans and sponsors, as the stadium seeks to increase yield per event and improve consistency of delivery.The move also aligns with a wider venue trend towards bundling inventory, hospitality, content and experiential assets into clearer products, rather than relying on standalone sponsorship placements.Maracanã is operated by Fla-Flu Serviços, the consortium formed by Flamengo and Fluminense, after the two clubs signed a 20-year agreement to manage and operate the stadium in September 2024.The partnership arrives amid heightened attention on Maracanã’s long-term ownership and operating model, with the Rio de Janeiro State Government having previously proposed a sale of the stadium as part of efforts to reduce its debt burden to the federal government.Later this year, Maracanã is also scheduled to host its first NFL game, linked to a multi-year arrangement between the league and the state government, adding another premium event type to the stadium’s calendar and strengthening the case for improved commercial packaging.IMG’s wider client roster spans major leagues and top-tier clubs, positioning it to bring established approaches to inventory development, sponsor servicing and event-led revenue growth into the Maracanã ecosystem.The next steps are IMG and Fla-Flu Serviços defining the initial set of commercial products, aligning delivery responsibilities across the operator and agency teams, and targeting early wins tied to the stadium’s upcoming major events calendar.