Maracana Expands Hospitality Model With New Private Box Management Platform.

Roger Hampel

Image: CR Flamengo

Maracana is expanding its premium hospitality model for the 2027 season with a new digital platform for managing private boxes, including a feature that will allow rights holders to monetise unused seats for individual matches.

The Rio de Janeiro stadium, operated under the Fla-Flu management structure, will introduce the platform alongside the third consecutive edition of its electronic private-box auction. Rights for the 2027 season will be auctioned online on October 27, with tender documentation covering available lots, minimum prices and participation conditions scheduled for publication on September 10.

The initiative represents a further step in the stadium's effort to develop hospitality as a standalone commercial business, moving beyond the initial allocation of premium inventory towards more active management of those assets throughout the season.

Image: CR Flamengo

New Platform Adds Flexibility to Private Box Inventory Maracana

The most significant change for 2027 concerns what happens when a box holder does not intend to use all of their allocated seats for a particular match.

Under the new system, rights holders will be able to make those seats available through a paid transfer mechanism, creating greater flexibility around premium inventory that might otherwise remain unused.

For Maracana, the model is designed to improve utilisation of its private boxes across the season.

It also changes the proposition for buyers. Instead of treating a seasonal box exclusively as a fixed-use hospitality product, the new platform introduces a mechanism through which holders can manage part of their inventory on a match-by-match basis.

Image: CR Flamengo

Third Electronic Auction Scheduled for October

The 2027 hospitality inventory will again be allocated through an electronic auction.

The process will take place entirely online on October 27, marking the third consecutive edition of the Maracana private-box auction.

The tender documentation will be released on September 10 and will establish the number of lots available, minimum bid values and conditions for participation.

Golden Goal will once again manage the auction, using a real-time bidding process and mechanisms intended to provide transparency and competition between participants.

The continuation of the format follows demand recorded during the first two editions, according to Maracana management.

Executive Comment

Fred Nantes, CEO of Maracana, said:

“We have reached the third edition with an already consolidated product, and now we want to advance the way these spaces are managed throughout the season.”

Nantes said the new platform would provide greater autonomy and flexibility to private-box holders while increasing the efficiency with which the spaces are used.

He described the development as an important evolution of Maracana's hospitality model.