Palmeiras and River Plate: Similar Models for Revenue Growth

Palmeiras and River Plate will once again clash this Wednesday at 9:30 pm for the first leg of the Copa Libertadores quarter-finals. The match brings together two South American giants who have previously faced each other in decisive stages of the competition, with the Brazilian team holding the advantage in the 1999 and 2020 editions. While on the field the rivalry is intense, off it there are points of convergence that make the duel even more interesting. Both clubs are leaders in fan engagement in their respective countries, with River Plate boasting about 351,000 members and Palmeiras being the largest in Brazil with 182,000 members, showcasing different criteria but equally impressive numbers. The programs they manage, highlighting the strength of River. ‘There is a big difference between the two. In Argentina, there is only one major national rival, Boca Juniors, while Palmeiras competes with at least nine other mass teams. This, combined with the passion and the way our neighbors approach football, ends up enhancing a job that is already well done there,’ explains Henrique Guidi, director of business. Despite the disparity in membership numbers, Palmeiras generates more revenue, earning R$ 53 million in 2024 compared to River’s R$ 40 million. According to experts, both clubs exemplify how these models have become a central piece for generating recurring revenue and valuable insights into fan behavior. ‘They are two teams that understand the importance of this asset, not only for the money but for enabling more assertive communication with the fan,’ highlights Sara Carsalade, co-founder of Somos Young. Sponsorship is also a recent connection between the clubs. Palmeiras replaced Crefisa with Sportingbet, in a deal worth R$ 100 million annually, while River signed with Betano for approximately R$ 36 million a year, showcasing a move towards partnerships in the sports betting sector. Another factor connecting the rivals is the impact of modern arenas on their revenues and fan engagement. The Allianz Parque, opened in late 2014, has become a reference for multi-purpose spaces in Brazil, hosting not only football matches but also entertainment events, including 47 concerts in 2023, a record for the venue. The arena features fine dining restaurants, coworking spaces, and areas for corporate events. On the technological front, it was the first stadium in Brazil to adopt 100% facial recognition system since mid-2024. In Argentina, the Monumental has also seen upgrades, with River expanding it to 84,567 seats, becoming the largest stadium in the Americas. The stadium now boasts a hybrid turf using cutting-edge technology, premium boxes like the Banda space, as well as renovated restaurants and parking. These improvements have driven ticket sales, offered unique experiences, and attracted new commercial partnerships. Following the footsteps of the Allianz Parque, the Monumental will implement facial recognition by the end of this year, making River the first Argentine club to fully utilize this technology.