According to the agreement between Palmeiras and WTorre, all expenses for the use of the arena, such as water, electricity, security, cleaning, insurance, lawn maintenance, shall be borne by the entrepreneur.

[6] On September 30, 2009, WTorre completed the partnership with Traffic Group for marketing properties of the arena, such as the naming rights, cabins, special chairs, restaurants, cafés and shops, among others.

[7][8] On October 6, 2011, Palmeiras and WTorre announced the agreement with Anschutz Entertainment Group (AEG),[9] to manage events in the arena.

On March 13, 2014, WTorre and AEG announced the agreement with the Gourmet Sports Hospitality company, belonging to Kofler & Kompanie (K&K) Group, from Germany.

All communication elements associated with the brand "Allianz Parque", including banners, signboards, tickets, merchandising and other applications, were prepared for print and digital content.

Darrington will have primary responsibility for raising revenue for the Allianz Parque, with the initial goal of attracting about 300 events per year.

The hard rock band Guns N' Roses performed at the stadium during their Not in This Lifetime...Tour on November 4 and 5, 2016 for an audience of 93,600 people.

The South Korean group BTS performed at the stadium during their Love Yourself: Speak Yourself Tour on May 25 and 26, 2019, with a sold-out crowd of 84,728 people.

[19] List of major concerts and musical events held at the Allianz Parque involving the full stadium and the amphitheater.

Scorpions, Deep Purple, Helloween, Saxon, Symphony X and Doro Swedish House Mafia, Machine Gun Kelly and Jxdn Thundercat and Sofi Tukker On May 16, 2015, the arena hosted the edition of the "Arena Simpatia" event, with the presentation of the carioca band Samba de Santa Clara.

[51] On June 26, 2015, the arena hosted the event "Fextinha", 12 hours of open air non-stop music promoted by New Fun agency.

The festival featured various musical acts from 1 p.m. to 22 p.m., and part of the funds collected was donated to Instituto Ayrton Senna and Allianz Group's Employees' Benevolent Association (ABA).

In addition, Brazilian athletes Renan Barão, Antônio Carlos Júnior, Erick Silva and Elias Silverio attended the training, beyond the Canadian fighter Mitch Gagnon.

[56] On March 28, 2015, the arena hosted a friendly farewell match in honor of the former attacking midfielder Alex, who had a winning history at Palmeiras between the 1997 and 2000 seasons.

[57] On May 21, 2015, the arena hosted the Build Tour São Paulo, Brazilian stage of the annual Microsoft conference for developers of all Windows platforms.

Among the speakers figured Pete Brown, Jeff Burtoft, Wael Rabadi and Matt Velloso, who presented details of Windows 10 development platform.

Organized by the companies Arenaplan Consulting and Brasil Sports Market, the meeting discussed the challenges and management strategies for small and large stadiums in Brazil.

[3] There are 188 private boxes from 12 to 21 seats,[59] a panoramic restaurant, cafes, shops, convention center with modular structure for up to 1,500 visitors, media center for up to 1,000 media members, a multimedia memorial space with the history of the club and an adjacent covered parking for up to 2,000 cars, with exclusive spaces for motorcycles and bike rack.

Aiming to facilitate the goers movement, as well as cleaning the bleachers, chairs are not fixed to the floor, but on metal rails, the same model used in Wembley Stadium.

The technology, which is used in high-traffic venues, such as airports in Europe and US, is able to immediately identify non-standard behaviors, i.e., fights and vandalism acts.

The models feature white LED structure and shun conventional standards, with a resolution (16 mm) 20% higher compared to others.

A solution developed by architect Edo Rocha, responsible for the arena project, was to coat the entire facade with drilled stainless steel that causes an optical art effect,[62] with hollow spaces that resemble a wicker basket.

[63] The use of stainless steel ensures the best use of natural ventilation and lighting, in addition to functioning as a passive solar control element in order to moderate the temperature in the environment.

Developed by Usiminas, a tubular metal frame and zipped thermo tiles provide the most pleasant sensations to the public, reducing the temperature by 2 °C between the level of the field and the upper seats and also the outside noises of the streets.

Regarding environmental issues, the Allianz Parque has a system to capture rainwater that falls on the roof of the stadium, which has 23 thousand square meters.

In June 2017, the arena was the first in Brazil to be qualified by its architectural accessibility, receiving the "Selo guiaderodas" award, which evaluates premises and services for people with mobility issues.

The qualification was based in analyses by specialized architects, practical tests by people with mobility issues and capacitation training for the staff of the stadium and the club.

The award was based on two evaluation criteria: architectural quality and benefits of the project for the region, noting various sectors of activity, such as health, education, sports, hotels, offices, etc.

The Palestra Italia stadium's old grass field was donated to the Mayor of the City of São Paulo to be reused in a town square.

[79] Initially planned to be opened in late 2012, the Allianz Parque has suffered from delays due to bureaucracy and construction challenges.