Live Nation Entertainment is partnering with São Paulo-based developer Cidade Center Norte to build a 21,000-capacity arena in the city, marking the company's first venue there. Positioned as Brazil's first purpose-built arena to international standards and the largest indoor arena in South America, the project reflects Live Nation's broader push to expand its venue portfolio across the region and beyond, following recent arena acquisitions in Bangkok, Milan and Buenos Aires.

Construction is due to start in the second half of 2026, with the arena opening in 2028 and expected to host over 200 events and more than two million attendees annually. Oxford Economics forecasts it will generate around $159.9 million in direct attendee spending and $311.2 million in total annual economic impact by its fifth year, supporting roughly 1,800 jobs. Designed by Live Nation's Blueprint Studio, it will have three seating levels, a VIP suite level and a 2,000-space car park, forming part of a wider Latin American expansion that has already seen Live Nation take stakes in Buenos Aires' and Santiago's Movistar Arenas.