Live Nation is building its first venue in São Paulo, teaming up with Brazilian developer Cidade Center Norte to create a 21,000-capacity arena due to open in 2028. Billed as Brazil's first purpose-built, world-class arena and South America's largest indoor entertainment venue, the project marks a significant expansion of Live Nation's presence in a country where it already promotes major tours and holds a majority stake in Rock World, producer of Rock in Rio and Lollapalooza Brasil.

Construction is due to begin in the second half of 2026, with the venue forming part of a wider urban living district in the city's North Zone. Citing Oxford Economics projections, Live Nation says the arena could generate around $159.9 million in direct attendee spending and over $311.2 million in total annual economic impact by its fifth year, supporting roughly 1,800 jobs. Once open, it is expected to host more than 200 events annually and attract over two million visitors a year, with design by Blueprint Studio (known for Austin's Moody Center and New York's Barclays Center) featuring three seating tiers, VIP suites and a 2,000-space car park.