By subscribing, you agree to our Terms of Use and Privacy Policy Yesterday, at São Paulo Fashion Week, PIET showcased its SS25 “Farmers League Collection” at the historic Estádio Pacaembu. Taking on the tone of an ode to the Paulistan community and their beloved city, Pedro Andrade took to the historic football venue to open his runway presentation to the public In an Instagram post ahead of the showcase “For the first time in the history of São Paulo Fashion Week 4,000 people will be invited to experience a unique visual journey created by PIET.” “Tickets are free Entry will only be permitted upon presentation of the ticket received by email,” the post continued is being refurbished; the first phase is now complete its architect Sol Camacho takes us on a tour Abandoned by the city’s big four teams in recent years in favour of more mundane stadiums doubling as concert venues Pacaembu is a place where modernist dreams helped shape a football legacy; a recreational complex where untold individual memories joined forces over the years to forge much of the collective memory of Brazil’s largest city as the stage for Pelé's early triumphs with Santos and the Brazilian national team the horseshoe-shaped stadium has been reimagined not just as a contemporary sporting venue opening itself up once more to the city to bring its powerful memories back to life At the heart of the transformation of this iconic intervention is Sol Camacho the Mexican founder of Raddar (Research as Design whose multidisciplinary approach blurs the edges between architecture 'Before drawing a single line,' she explains 'my team and I first circulated through the sports complex as users RADDAR's immersive methodology manifests itself in every aspect of the thoughtful renovation Camacho and her team approached the project with a light touch that went far beyond conventional architectural analysis 'We dedicated hours to studying the history of the city general stadium typologies locally and globally.. We went deep into architectural conservation theories and cultural heritage charters we 'dived' into the fascinating case of collective swimming pools in the city of São Paulo and the social meaning of them.' the stadium has been sensitively refitted by RADDAR The work focuses on Camacho’s primary intention: 'to heavily redesign and renovate the stadium with the most silent of end results.' A new body was introduced into the original 85-year-old program acting as a bridge between the two adjacent neighbourhoods but also adding space for a hotel and an underground convention centre that together made the entire refurbishment financially viable 'The approach to the new building was one that could allow for contemporary uses most flexibly serve as a bridge without eliminating a single existing tree and relating its proportions to the historic structure with a permeable ground floor,' says Camacho The stadium’s striking U-shape was preserved including the beautiful curved art deco facade and the arched wooden structures that house indoor tennis and basketball courts to the rear as were the Olympic swimming pool and its facilities which were brought up to 21st-century standards A running track was added to the stadium as part of the efforts to increase activities and usage escapism and design stories from around the world direct to your inbox the decision was taken to hollow out the original stands to create a more accessible structure at ground level The stadium’s new pink-toned seating offers a neutral pallet to fend off any accusations of favouritism for either of Sao Paulo’s four biggest football teams - Palmeiras (green) white and black) Corinthians (white and black) The influence of the Italian-Brazilian architect whose archive Camacho curated as director of Instituto Bardi especially the Salvador projects and SESC Pompeia provided me with a special sensibility,' she reflects This sensitivity is perhaps most evident in the project's approach to the ground floor which Camacho envisions as a permeable threshold between the city and the stadium while designing Pacaembu provided Camacho with plenty of inspiration 'At that time I was also working on the Casa de Vidro conservation and management plan and had a very rich experience of exchange with huge specialists in conservation - from the technical standpoint to the more philosophical and conceptual issues that are raised when new architecture meets old architecture in places of enormous socio-cultural significance.' Living up to Bo Bardi’s exemplary standards for restoration only added to the technical challenges of the project 'Key technical challenges were always related to having everyone - architecture and clients - agree on solutions to preserve the most important architectural features and always stay within a certain budget,' Camacho explains The team had to demolish and rebuild the east and west bleachers while preserving their original geometry a feat requiring 2,131 individually designed concrete elements the precast designers led by PROGEN Engineering and the manufacturers had to think of an almost individualized design for each part,' Camacho notes 'The 2,131 concrete elements required detailed drawings at the rebar level and a carefully planned assembly of this puzzle to fit back and coincide with the historic existing north U-shape portion that remained.' Even seemingly simple restoration work demanded extraordinary attention to detail 'Months of manually removing layers of green paint from the latticed wooden structure was a huge challenge to the team of carpenters to bring back its appearance and revalue Erwin Hauff's pioneering peroba rosa wood 1930s design - today an endangered species.' single-use stadiums that often create dead zones in the urban fabric Pacaembu's renovation embraces complexity and connection 'Single-use massive stadiums are rarely connected to the city and mostly segregate the urban space with surrounding parking concrete fields making idle unsecured areas,' Camacho argues 'Brazil dedicated excessive resources to designing and building stadiums in 2014 far from city centres and lacking a use after the World Cup Pacaembu goes in the exact opposite direction.' The project eliminated the enormous surrounding wall that had long separated the complex from its neighbourhood creating multiple entry points that respond to the site's varied topography A new crossing bridge at the valley's highest point offers unprecedented views of the football field while making it easier to walk to modernist gems like Vilanova Artigas’ Edificio Louveira and Gregori Warchavhchik’s Casa Modernista da Rua Itápolis from the labyrinthine streets of the Pacaembu neighbourhood Camacho envisions a social infrastructure where diverse activities and populations naturally intersect 'I imagine a social infrastructure for contemporary activities where a very diverse public meets at different moments of the day and night 'It will mix local joggers with city tourists staying in the new hotel a wealthy neighbour from Higienópolis lying on the sun side by side on the bleachers with a public school student during the weekend children in swimming suits with young entrepreneurs having a meeting at a restaurant.' This vision of social integration extends beyond mere architectural intervention The project represents a new model for public-private partnerships in Latin America where public resources for cultural heritage are often scarce Architecture at this scale is only possible with large funding and bold vision like Eduardo Barella's - CEO of PROGEN and the mastermind behind the project,' Camacho acknowledges 'but it is crucial to be aware that it guarantees spaces of leisure and social exchange as community hubs for citizens and not only consumers in branded environments.' Drawing on her experience working between São Paulo and Mexico City Camacho sees broader implications for urban development across Latin America 'Public space - as a citizen's right - is a large challenge that both cities share It starts with a lack of understanding of what public space is and who it belongs to.' The project offers a new paradigm for how historic structures can be reimagined for contemporary use while preserving their cultural significance 'The financing model - which means the concession of management by a private company of a public building/infrastructure - is something that should definitely be further explored in our Latin American context where public resources are so scarce.' 'Pacaembu contributes as an unprecedented example where public sector and private investment interests are integrated with design solutions,' says Camacho She believes the project can 'serve as a beacon for a place that holds a more gentle society one that intertwines diversity with tolerance instead of a polarized: right-left Pacaembu challenges preconceived ideas of typology from its architecture to its operation as it stacks many functions I think all this contributes to social development in our urban paulistano context.' Pacaembu stands as a testament to how careful research and social consciousness can combine to breathe new life into historic structures The stadium has become more than a renovation project – and has emerged as a new kind of urban poetry architecture and city flow together in harmonious dialogue every bit as beautiful as Brazil’s distinctive brand of football raddar.org Rainbow Blue Nelson first landed in Colombia in search of Tintinesque adventures in 1996. Subsequent forays from his Caribbean base in Cartagena have thrown up a book about Pablo Escobar and the Wallpaper* City Guides for Santiago Bogota and Miami. Currently completing a second book about Colombia whilst re-wilding 50 hectares of tropical rainforest on the country's Caribbean coast he’s interviewed some of South America's most influential figures in art design and architecture for Wallpaper* and other international publications Paulistanos are eagerly awaiting the inauguration of the New Pacaembu which will have a multi-sports complex with free and paid options has been closed since 2020 and under renovation since 2021 the venue is now managed by Allegra Pacaembu a private company that will have the concession for 35 years The change in management has cast doubt on the future of the Pacaembu multi-sports complex which used to offer free leisure for local residents Here’s a look at what’s still free and what will be paid for at the New Pacaembu The New Pacaembu concession notice stated that the company responsible should keep the pool open free of charge for four hours a week for guided activity and five hours a day for non-guided activity that it will keep the Pacaembu pool free throughout the concession period The difference is that access will no longer be by card There is still no date for the reopening of the complex but the company has assured that the opening hours will be the same as before the concession the Pacaembu pool will be available from 8am to 6pm Another novelty is the official athletics track the small multi-sports court will be free and open to the public Other sports facilities will only be available for a fee The spaces will be available for booking via the Mercado Livre Arena Pacaembu app Construction of the Paulo Machado de Carvalho Municipal Stadium the City Council was carrying out the project as a way of aligning itself with then-president Getúlio Vargas’ initiative to support sports Around 50,000 people were in the stands of the then largest and most modern stadium in South America the venue has hosted World Cup matches and become home to the Football Museum the venue will be available to São Paulo residents once again One of the biggest changes has been the demolition of the Toboggan which will be used as a hotel to host clubs during the pre-season there will now be fixed toilets instead of chemical ones ISA takes indigenous and quilombola literature to the 3rd edition of the Book Fair telegram Join our Telegram channel! telegram The third edition ofThe Book Fair arrives in the capital of São Paulo next Saturday (29/06) the Instituto Socioambiental (ISA) will bring to the public more than 100 titles including its own editions and co-editions in addition to a special selection of indigenous and quilombola literature Among the works available will be titles such as The earth gives, the earth wants (Antônio Bispo dos Santos), The spirit of the forest (Bruce Albert and Davi Kopenawa Yanomami), An encyclopedia of the tropics (Beto Ricardo and Ricardo Arnt) Ideas for postponing the end of the world (Ailton Krenak) and From the Quilombo that I Came (Betânia Rita dos Anjos Fernandes) The tent will also bring books In the Company of Dona Fartura (2022) e Roça is Life (2020) written by quilombola authors from Vale do Ribeira (SP) Organized by Associação Quatro Cinco Um and Maré Produções, the fair, which in this edition will have a programming aimed at teachers On Sunday (30/06), at 17:30 pm, Tablado Literário will host the chat “Indigenous Brazil, past and present”, between historian Luma Prado, from ISA, and educator Poty Poran T. Carlos, from Jaraguá Indigenous Land, which will offer training based on the book Indigenous Peoples in Mirim Brazil (ISA On the 2nd of July, on the Praça Stage, at 15pm, ISA journalist and anthropologist, Tatiane Maíra Klein, will moderate the panel “Ancestral knowledge in the classroom”, with the participation of authors Kerexu Mirim, leader of Tenondé Porã Indigenous Land The debate aims to weave paths to strengthen anti-racist education based on the experiences of indigenous and quilombola educators On Friday (05/07), at 17:30 pm, ISA brings the literary public a chat about the work Yanomami diaries: testimonies of forest devastation which brings together reports from Yanomami indigenous people about the impacts of the mining invasion in the largest Indigenous Land in Brazil during the Bolsonaro government which will take place in the Armando Nogueira Auditorium will feature the participation of two of the authors Darysa Koyorina Yanomami and Mozarildo Yanomami in addition to the mediation of writer Hanna Limulja the São Paulo literary festival will promote debates on topics such as anti-racism 60 years of the military coup and LGBTQIA+ literature Among the 11 international attractions at A Feira do Livro five are by Argentine writers: Camila Sosa Villada Check out full schedule The Book Fair 2024 The most relevant news for you to form your opinion on the socio-environmental agenda LAST ISSUE Latin American ecommerce giant MercadoLibre has struck a deal for the naming rights to Pacaembu Stadium in Sao Paulo Pacaembu Stadium opened in 1940 and staged six matches at the 1950 Fifa World Cup The venue is often used to host the home matches of Brazilian soccer giants Corinthians Sao Paulo and Santos when the clubs have to cede their own stadiums for other events or The deal follows another high-profile stadium naming rights deal in Brazilian soccer, which saw Sao Paulo ink a partnership with US multinational food conglomerate Mondelez last month for the club’s Estadio Cicero Pompeu de Toledo. Mondelez is reportedly paying BR$75 million (US$15.1 million) over three years Mercado Livre Arena Pacaembu is undergoing extensive renovations convention centre and various sports facilities E veio aí! Já faz tempo que a nossa paixão por futebol precisava de um lugar pra comemorar. Agora ela tem nome e endereço certo: Mercado Livre Arena Pacaembu. #OMelhorTáChegando 💛 pic.twitter.com/iAtgRyBI5T Get access to richer content, exclusive reports, unparalleled business intelligence, and community benefits to help you navigate the next frontier of sport and make more informed decisions with a SportsPro+ Premium membership. Discover more here Already a member? Log in here Puedes seguir consultando nuestro contenido en Bloomberg Línea E-commerce platform Mercado Livre has acquired the naming rights to the Pacaembu Stadium in São Paulo in a deal stretching over 30 years.  ©2025 SBG Companies Limited or its affiliated companies The family’s private quarters are on the first floor The house is located in a residential neighbourhood The building’s staggered nature is the result of its position on site – a plot of land slotted between two streets and divided by a seven-metre slope The design team made the most use of this topographic feature to design the necessary pockets of social and private areas. While the levels are negotiated by elevators and stairs the intervention helped the architecture capture distinguished views of the surroundings as well as the discretion of the house when seen from the street illustrated by oversized terracotta vessels that are kept on an elevated platform along the wall A distinguished design feature of the house is how it took advantage of natural light and facilitated a poetic interaction with the built elements This includes sunlight slicing through the stairs and creating shifting reflections on the concrete walls and a huge-angled cutout on the intersection of roof planes of the double-height entrance that renders a scenographic effect due to the penetration of the sun's rays and pops of orange and green marble details the concrete moulding with stones had its own challenges in defining the ideal pigmentation and the placement of stone pieces The process ensued testing several prototypes before reaching the desired outcome felt like pasting rubber stamps on cement for the team A curated selection of vintage and bespoke furniture features in the house The former includes a pair of Tonico armchairs by Sergio Rodrigues Pacaembu House balances grandeur and a multiplicity of functions with utmost ease creating a home where people turn to for warm coffee and a warmer hug probing and research have been key to Zohra's work at STIR A formal education in architecture and a fond connection with storytelling brought her here She believes that the best piece of writing comes out of ‘non-action’ she loves travelling and tuning into culture-related podcasts From vernacular knowledge to modern sustainability Middle Eastern pavilions serve as living archives of architectural thought offering fresh frameworks for global adoption STIR engages with the curators of the Togo Oman and Qatar pavilions—debuting at the Venice Architecture Biennale 2025—on representation the book presents a fictional story depicting algorithms exercising control over humans and how this affects the built environment Tipnis shares how the toolbox democratises the practice of restoration via DIY resources to repair tangible urban heritage made of common building materials Exclusive preview for subscribers. Learn More Make your fridays matter. Learn More © Copyright 2019-2025 STIR Design Private Limited Please confirm your email address and we’ll send you a link to reset your password All your bookmarks will be available across all your devices Password must be 8 characters long including one capital letter By creating an account, you acknowledge and agree to the Terms of Use and Privacy Policy by STIR Select the Conversation Category you would like to watch Please enter your details and click submit Single account access for STIRworld.com,STIRpad.com and exclusive STIRfri content Verification link sent to check your inbox or spam folder to complete sign up process by Zohra Khan | Published on : Jan 26 Pacaembu House by Arthur Casas is a São Paulo residence that feels like an idyllic escape Escaping the hustle and bustle of São Paulo for the weekend is a way of life in the Brazilian megalopolis but for a large portion of the middle-class too as many regularly make the two- or three-hour trek to second homes in the rolling countryside outside of the city or on the stunning beaches of the Litoral Paulista But for Brazilian architect Arthur Casas’ latest project the client wanted something very different.  I’m not driving anywhere for the weekend I want to stay home and host all of my kids and our friends here but with plenty of different spaces for the individual groups among us to gather I want a house that is a home for all of us,’ the client told Casas but that allowed us to do something special We were able to create a real sanctuary with amazing views.’  The entrance to Pacaembu House sits on a charming cul-du-sac in its namesake neighbourhood accented with rebar and climbing trepadeira vines that are seemingly requisite in the city The wall yields just a hint of the architecture behind a lush entry garden offers a preview of Luiz Carlos Orsini’s stunning tropical landscaping to come.  flush with natural light from a skylight above sits at the landing of two staircases – one leading upstairs to bedrooms and an apartment suite and the other heading downstairs to much more it becomes clear that the home spills elegantly downhill unfolding over its terraced site with a single an expansive plate-glass wall showcases an interior garden that runs the length of the stairwell and is accessible from the living room A geometric steel and glass sculpture by artist Tulio Pinto sitting in beautiful juxtaposition to the organic shapes of the flora loft-style living area is a masterclass in bringing a neutral tonal scheme to life with tactile and visual texture The poured-in-place concrete walls are built using forms custom designed by Casas to ‘leave an impression’ – and that The sitting area features a collection of classic and contemporary pieces by famous Brazilian designers Sergio Rodrigues’ ‘Tonico’ lounge chairs ‘Quebra Galho’ armchairs by Marcelo Magalhães and four massive ‘Tiles AM’ coffee tables.  another ‘Fusca’ sofa and a pair of ‘Poltrona F’ chairs by Zanine Caldas opposite Casas’ nesting ‘Arquipelago’ coffee tables Underpinning it all is a Nani Chinellato rug so expansive that it had to be assembled on-site from multiple pieces weighing two tons in total The dining room furnishings are all by Casas featuring the ‘Amorpha Jumbo’ dining table and 12 ‘Max’ dining chairs which ground the ‘Amorpha’ chandelier that casts light upward to the ceiling clad in European white oak Telescoping glass doors create a permeable boundary between the living space and the main terrace outside a luxury afforded by the pleasant sub-tropical climate of the region.  The sheltered outdoor terrace is configured for hosting multiple groups at the same time The outdoor kitchen is well-equipped for cooking and entertaining adjacent to several different living areas all conceived for dining and lounging by the various factions of the family and their friends These are accented by another vignette of tropical plants integrated into the terrace Only when looking back from the rear garden lawn does one get a full perspective on the house horizontal poured-in-place concrete box perched delicately above the main terrace on lateral retaining walls The façade’s dramatic wooden shutters make a modern design statement and also serve the sleeping areas within adjusting automatically with the movement of the sun to ensure maximum comfort and energy efficiency They eventually close to create a shear wood-clad wall contrasting the large glass window that shares the facade in perfect proportion.  This top volume features its own landscaped rooftop garden and sitting area above the house doesn’t appear as large as its expansive 1,500 sq m really is Much of its overall area is nestled within the hill making room for additional amenities like a music room the main kitchen and other support facilities are also encompassed into the site and discreetly tucked away behind operable wall panels illuminated by a well-conceived collection of light wells In the opposite direction, descending a charming outdoor stairway framed by more leafy foliage, an al fresco sitting area unfolds. It features an outdoor fireplace ringed with ‘Asturias’ lounge chairs by Brazilian designer Carlos Motta features one more outdoor kitchen and bar composition alongside dining and lounge sections wrapped in integrated greenery standalone bedroom suite with a semi-private patio beyond provides yet another area for relaxation - all within the confines of the rough stone perimeter walls.  Despite the project’s deceptively large scale daily life feels like a holiday for the owners their family and friends – and it doesn't require a commute through traffic they may have started a new lifestyle trend arthurcasas.com  Scott Mitchem is one of the longest-tenured Wallpaper* contributors joining the team in 1999 after attending Purdue University and moving to New York City from his hometown of Chicago later served as Brazil Editor-at-Large while living in São Paulo and is currently a contributing editor based in Miami and all things Brazil while working as an executive in design and real estate development and working towards a Master’s Degree at Georgetown University He has written for many other publications and was one of several authors who recently contributed to The Architecture of Studio MK27 a book by Rizzoli chronicling the history of the acclaimed Brazilian architecture studio founded by Marcio Kogan.  Americas Rugby News has learned that rugby is set to return to Pacaembu for Brazil vs Chile The historic stadium in São Paulo will play host to a South American A Championship match later on this month The stadium administration made the confirmation that on April 30 Brazil will take-on Chile in a second round fixture. For the Tupis it is to be the second time playing at the 1950 FIFA World Cup stadium, having done so late last year against Germany. On that occasion Brazil made history as 10,460 were in attendance Yet to be confirmed is the location of Brazil’s round one fixture against Uruguay on April 23  An official announcement is expected this week round match will be against Paraguay in Asunción on May 07 Tags A crushing 78-18 away win by Los Pampas sees the Buenos Aires side returning to … Looking for sincere friends with a pool at home São Paulo already has several free and accessible pools has said it will keep the space free throughout the concession period So if you want to take a dip in the West Zone But be aware that you will soon need to register with the Mercado Livre Arena Pacaembu app to schedule your visit you’ll need to wear a bathing suit and swimming cap to go swimming View this post on Instagram A post shared by Amor Pelo Bairro Ipiranga 🏛 (@ipirangafeelings) One of the ways to take a dip is in the capital’s sports centers Twenty of São Paulo’s ECs currently have swimming pools that are free for the public to use Just show up at the office of any unit with an official photo ID The card is ready on the spot and gives you access to all the city’s sports centers unified educational centers (CEUs) are another option for enjoying public swimming pools in São Paulo all you need to do is sign up for a free card at the CEU a 3×4 photo and your proof of residence The Sesc units are another option for cooling off in the heat the space is only open to accredited Sesc members you must work or be dependent on someone who works in the areas of trade in goods Some of the units with swimming pools are Sescs 24 de Maio, Itaquera and Pompeia. Check them all out in this article. You have successfully subscribed to our newsletter Comunicação social - todos os direitos reservados ACCIONA has begun work on four new work faces on the Line 6 São Paulo Metro project specifically two stations and two ventilation and emergency exit shafts the number of direct and indirect employees hired by the company for this project exceeded 1,800 The latest actions include exploratory archaeological work in the Sara de Souza shaft preparation of the land for the Cardoso de Almeida and Angelica-Pacaembu stations Once these preliminary activities have been completed which will take place during the coming months Some of these work faces are particularly important for the project the only one that the tunnel boring machine will pass through as it drills towards the south The tunnel boring machine will excavate approximately 10 km from Tietê to the Felício dos Santos shaft located on the other side of the future São Joaquim station The Pacaembu shaft is another strategic site for the progress of the works as it will be support the supply line for the tunnel lining rings that are installed by the tunnel boring machine the University Line (Line 6-Orange) of the São Paulo Metro will connect Brasilândia in the north with São Joaquim Station in the city centre which currently takes approximately one and a half hours by bus The line is expected to carry 633,000 passengers a day This is the largest infrastructure project currently being carried out in Latin America developed under a public-private partnership model (PPP) between the government of the state of São Paulo and the Linha Universidade concession company of which ACCIONA is the principal shareholder The works are being carried out by ACCIONA’s construction business and once complete the line 6 will be operated by Linha Uni for a period of 19 years I accept Information on data protection In compliance with Regulation (EU) 2016/679 on Data Protection and with other Data Protection regulations in force you are hereby informed that your personal data shall be processed by Acciona whose identification data are as follows: Tax ID No (NIF): A08001851; Address: Avenida de la Gran Vía de Hortaleza No.: +34 91 663 28 50; email: protecciondedatos@acciona.com Your data shall be processed in order to send you information through the subscription to our Newsletter through electronic means activities and news pertinent to our activity sectors The consent given by the data subject by indicating that they have read and accept this data protection information comprises the lawfulness of processing the subscription Request cannot be satisfied We may also process your satisfaction or preferences Data shall be stored until the elimination is requested we may give access to your data to service providers (such as technology service providers) who assist us in fulfilling this purpose may be located outside of the European Economic Area in territories that do not offer a level of data protection that is comparable to that of the European Union we transfer User data with appropriate safeguards and always ensuring the security of the same The data subject can exercise their rights of access to or rectification and/or the restriction of or objection to the processing of such data by writing the Department of Data Protection located at Avenida de la Gran Vía de Hortaleza 28033 (Madrid) or by sending the form available in the link: FORM If we consider it necessary in order to be able to identify you, we may ask you for a copy of an identity document. Furthermore, at any time the data subject may withdraw the granted consent by contacting the aforementioned address and file a claim to the Supervisory Authority (Agencia Española de Protección de Datos www.aepd.es) You can also unsubscribe from the Newsletter communication For any further information you can visit the Privacy Police on the website https://www.acciona.com/privacy-policy/ « Back but Budweiser is looking to stoke early excitement around its involvement with the tournament through the prize box scavenger hunt The AB InBev brand is tying together a mix of mobile and out-of-home (OOH) elements and its ambassador relationships to get fans involved with the chance to win grand-prize tickets to the event in Qatar Leo Messi, Neymar Jr. and Raheem Sterling — three soccer superstars — all factor into the effort and have been teasing the campaign on social media this week. An earlier Instagram post by Messi had generated over 1.4 million likes at press time Messi also stars in an ad where he acts as the master orchestrator of the prize drops which draws on the style of gritty espionage thrillers sees the forward deploy a crack team to place red boxes bearing the Budweiser branding in various cities around the globe Budweiser has set up QR codes at locations that carry meaning for its athlete partners The codes appear in OOH placements on Wembley Stadium as well as the street where Messi started playing soccer in Argentina and Pacaembu Stadium in Brazil the marketer is trying to draw a link between soccer’s past “This year’s tournament is a unifying global moment that celebrates the possibilities of what’s to come and the athletes that continue to inspire us,” said Todd Allen global vice president of marketing of Budweiser FIFA’s choice of Qatar for the 2022 tournament previously drew pushback, including from sponsor Budweiser, amid allegations that officials bribed the sports organization to secure the hosting duties.  Get the free daily newsletter read by industry experts Marketers shouldn’t cancel their post-cookie plans, especially as Google faces antitrust action, the possibility of a nationwide data privacy law and its own shifting priorities. The widespread appetite for brand building is evident in how rebrands continue to proliferate alongside an advertising upswing. Subscribe to Marketing Dive for top news, trends & analysis The free newsletter covering the top industry headlines With 40,581 confirmed cases and 2,575 deaths, Brazil is facing the coronavirus crisis with a health system on the brink of collapse.   For this reason, the construction of field hospitals has been stepped up.  Even in a country that is a five-time world champion, sacred soccer temples are becoming large-capacity medical complexes to exclusively receive the COVID-19 infected.     On April 1, when the pandemic was already part of the daily lives of Brazilians, a 200-bed field hospital was opened in Paulo Machado de Carvalho Stadium, better known as Pacaembu, located in the central region of Sao Paulo.  The Pacaembu, inaugurated on April 27, 1940, served as the setting for the best days of Pelé. “El Rey” is, until today, the top scorer that has played in this field, with a record of 115 goals in 119 games.      In addition, it has already hosted five World Cup games in 1950 and three Copa Libertadores finals among various definitions of national and state championships.  “I am from Guapiara, in the interior of Sao Paulo, and I came to this city last year to work. I always dreamed of knowing this stadium, although I never imagined that it would be under these conditions,” said Edivaldo Lopes dos Santos, who was provisionally hired by the logistics team that operates Pacaembu during the emergency.   “I love football, I'm a fan of Palmeiras, and here my team played a lot. But today, we are talking about another situation, something more serious," said the 37-year-old employee, who currently performs electrical maintenance and other tasks. Beyond the precautions taken, contact is inevitable between the people who work as managers of health and maintenance of the place.  “The fear of the contagion is always there, although we all work with masks and try to be apart. But you have to keep going because many sick people are helped here.”   In the Pacaembu, which was privatized a little over a year ago, two large tents of 6,000 square meters were installed on the lawn.  “The people who arrive at the Pacaembu are cases of low complexity. They stay there for about 10 days and, once stabilized, they return home,” explained Bruno Covas, the mayor of Sao Paulo.  Those patients whose cases worsen will be referred to hospitals. Albert Einstein Hospital, one of the most prestigious institutions in Sao Paulo, is in charge of the tasks in the Pacaembu.  In Sao Paulo, there are 14,580 confirmed cases of coronavirus and 1,037 deaths so far, making it the state with the highest number of infections in Brazil.  The Maracana is the most famous stadium in Brazil and one of the mythical stages of world football where Uruguay was consecrated after the famous “Maracanazo” and Germany beat Messi's Argentina in World Cup Finals in 1950 and 2014 respectively.   Work at the Maracana began on March 31, and according to the state government, the field hospital with 400 beds available will be inaugurated on April 30.  The difference with Pacaembu is that the field hospital will not be built on the Maracana grass, where Flamengo and Fluminense, the local clubs, played their matches every weekend. The provisional structure is being assembled where the Celio De Barros athletics track used to be.  In addition to the Maracana headquarters, another eight field hospitals are being built in the state of Rio de Janeiro, the second most affected region in Brazil behind Sao Paulo, with 4,899 confirmed cases of COVID-19 and 422 deaths.  One of these provisional units will be settled at the abandoned facilities of the 2016 Olympic Games, exactly in Riocentro, Barra da Tijuca, where the table tennis matches were played.   In total, these nine campaign structures will offer 2,300 beds in mid-May.  Not only large stadiums in Sao Paulo and Rio de Janeiro were transformed into emergency venues. In Salvador de Bahia, the renovated Arena Fonte Nova, which hosted World Cup games in 2014, is almost ready to house 240 beds dedicated to patients with the coronavirus.  “The structural renovation of the Fonte Nova Arena is almost ready. The state of Bahia has been innovative because here we have a better-planned architecture. We do not use the grass, but the stadium facilities,” said Tereza Paim, undersecretary of Health in Salvador de Bahia, located in the Brazilian northeast.  The Arena Fonte Nova, used by the Esporte Clube Bahia team, also ceded its facilities in Lauro de Freitas in the metropolitan region of the city of Salvador. There, the Fazendao hospital was built with 44 beds available.   Last Saturday, the Presidente Vargas Stadium in Fortaleza received the first 50 patients of low and medium complexity.  Around 336 beds, including a block for the treatment of patients in intensive care, will be put in this stadium.  In Boavista, the capital of the state of Roraima, northern Brazil, the Flamarion Vasconcelos Stadium received 120 beds from the General Hospital. There, however, only suspicious cases of COVID-19 will be handled.  Sao Paulo, Santos, Corintios, Palmeiras (in the state of Sao Paulo), Botafogo (in Rio de Janeiro), Atletico Mineiro (Minas Gerais), Goias (Goiania) and Athletico Paranaense (Parana) have already offered their facilities to fight the pandemic.  *Maria Paula Trivino contributed with this story Predicted lineups are available for the match a few days in advance while the actual lineup will be available about an hour ahead of the match The current head to head record for the teams are Portuguesa 2 win(s) Cristiano has the most shots on target per match for Portuguesa (1.1) Have scored 1 goals in their last 5 matches Botafogo SP have won the previous 3 matches against Portuguesa. 01 Feb 2025 19:00:00 GMT?Portuguesa won 3–2 over Botafogo SP on Sat 01 Feb 2025 19:00:00 GMT.InsightsHave scored 4 goals in their last 5 matches Botafogo SP have won the previous 3 matches against Portuguesa Portuguesa is playing home against Botafogo SP at Mercado Livre Arena Pacaembu on Sat Connecting decision makers to a dynamic network of information, people and ideas, Bloomberg quickly and accurately delivers business and financial information, news and insight around the world unused stadiums will be transformed into health centers Pedestrians walk past the Mane Garrincha National Stadium in Brasilia The stadium’s administrators are working with local government to transform into a health center 2020 at 8:00 AM EDTBookmarkSaveLock This article is for subscribers only.The costly stadiums Brazil built and refurbished in the run-up to the 2014 World Cup are finding new life as health centers for patients with coronavirus.Local governments have started signing agreements to use up to five stadiums -- once destined for star-studded matches -- as makeshift hospitals and vaccine centers to help deal with an expected surge of Covid-19 cases it’s a useful transformation of structures dubbed “white elephants” that later became symbols of corruption in Latin America’s largest economy Work is already underway at another stadium the idea of Brazil spending $11 billion to host the World Cup was a contentious one with locals and foreigners alike arguing that a nation struggling to provide basic health care education and even sewage has no right diverting resources to a soccer championship the staggering price tag for the stadiums fueled a frenzy of protests One common chant: “We want hospitals with Fifa standards!” Romario's tearful farewell (Agencies) Updated: 2005-04-29 08:17 Now, pandas could make maiden trip to Taiwan Parties pledge to work for Straits peace Pentagon proposes China-US military hotline WTO fearing escalation of textile trade row FMs of China and Japan set to mend fences Foreign companies ignoring labour laws Maceio has the most shots on target per match for Portuguesa (1.2) Have scored 6 goals in their last 5 matches Sao Paulo haven't lost to Portuguesa in their last 5 meetings (4W, 1D). Lucas Moura has the most shots on target per match for Sao Paulo (2.7) 30 Jan 2025 00:35:00 GMT?Sao Paulo won 2–1 over Portuguesa on Thu 30 Jan 2025 00:35:00 GMT.InsightsHave scored 3 goals in their last 5 matches Sao Paulo haven't lost to Portuguesa in their last 5 meetings (4W Portuguesa is playing home against Sao Paulo at Mercado Livre Arena Pacaembu on Thu Please view the main text area of the page by skipping the main menu. The page may not be displayed properly if the JavaScript is deactivated on your browser. Copyright THE MAINICHI NEWSPAPERS. All rights reserved. Santos were crowned champions of South America for the third time after goals from teenagers Neymar and Danilo gave them a 2-1 win over Penarol in the second leg of the Libertadores Cup final on Wednesday. The Brazilians, also champions in 1962 and 1963, clinched the title with victory over their Uruguayan opponents at the Pacaembu in Sao Paulo after holding the five-time winners to a scoreless draw in the first leg in Montevideo last week. “I think I deserved this championship,” Santos coach Muricy Ramalho, who failed to win it with Sao Paulo, Sao Caetano and Fluminense, told reporters on the pitch. “I’ve been trying for many years and I believe Santos deserved it too.” Ugly scenes erupted at the final whistle, however, as players, both benches and fans who found their way onto the pitch staged a full-scale brawl, repeating the specter of violence that marred earlier finals. “That’s something [that comes] from those who don’t like losing,” Neymar told reporters. Santos succeeded fellow Brazilians Internacional as South American champions and earned a place in the Club World Cup in December. Pele, who inspired Santos to their first two titles in his 1960s heyday, went onto the pitch at the end to embrace Ramalho and Santos players. “Neymar is very talented and he did not have a good first half because Penarol have a good defense,” Pele said. The gifted 19-year-old, regarded by many as a capable heir to Pele for Santos and Brazil, broke the deadlock less than two minutes into the second half. Indefatigable midfielder Arouca exchanged passes with playmaker Ganso and rode several tackles on a run across the edge of the box before feeding the ball to Neymar, who hit a low shot under goalkeeper Sebastian Sosa. Danilo doubled the advantage in the 69th minute, racing into the box from the right onto a pass by Elano before steering a fine, low left-footed shot past Sosa just inside the far post. Battling Penarol, who won the last of their five titles in 1987, got back into the contest 10 minutes later via an own goal by central defender Durval, whose attempt to block a cross lobbed up over goalkeeper Rafael into the net. here are some of the best places to go in SP to see the match on the big screen Sign up to our newsletter to save up to $800 on our unique trips See privacy policy Guides & Tips The Most Picturesque Spots in Sao Paulo See & Do The Most Beautiful Buildings In São Paulo See & Do A One-Week Rio de Janeiro Itinerary Guides & Tips A Complete Guide To Pão De Açúcar (Sugarloaf Mountain) See & Do The Best Hidden Gems In Rio de Janeiro Only Locals Know About Guides & Tips The Best Non-European Destinations to Escape to This Spring See & Do 15 Stunning Natural Wonders in South America That Will Take Your Breath Away See & Do 15 Must-Visit Attractions in Ouro Preto See & Do The 15 Best Destinations to Visit in Brazil Guides & Tips The Best Spots for Panoramic Views in São Paulo See & Do The Top 10 Things to Do in Curitiba See & Do The Best Amazon Locations for Seeing Wildlife US: +1 (678) 967 4965 | UK: +44 (0)1630 35000 tripssupport@theculturetrip.com © Copyright 2025 The Culture Trip Ltd