30e Inks Deal With Maracanã To Book Major Concerts At Iconic Brazilian Stadium

Brazil’s biggest promoter, 30e, announced a partnership with Maracanã that grants the entertainment company exclusive booking rights to one of the world’s most iconic stadiums in Rio de Janeiro.

The deal was signed with the Fla-Flu Consórico, which holds concession rights for the complex, and goes into effect Jan. 1, 2027. 30e will focus on optimizing the venue’s schedule and raising the operational standard to host major concerts while not interfering with soccer, which is the stadium’s biggest priority. Brazilian soccer clubs CR Flamengo and Fluminense FC are the main tenants of the stadium, and the national team often plays international matches at the venue.

It’s yet another major deal for the promoter that quickly ascended after launching during the COVID-19 pandemic. 30e also manages non-sporting events for Allianz Parque in São Paulo, one of the busiest venues in the region, and Arena da Baixada in Curitiba.

“Maracanã is one of the greatest symbols of Brazilian entertainment. This partnership allows us unprecedented long-term planning in structuring tours, seeking operational efficiency to increase the viability and number of shows at the stadium per year,” Pepeu Correa, 30e CEO, said in a statement. “We will establish more agile and qualitative processes in the operation of large events, something essential to reinforce the importance we attribute to the fan experience.”

30e already has two confirmed dates at the venue. They will have a major samba gathering with “O Maior Encontro do Samba” featuring Zeca Pagodinho, Alcione and Jorge Aragão on June 6 and a Xuxa show on Dec. 20 titled “O Último Voo da Nave” (The Last Flight of the Spaceship).

“The partnership with 30e represents a new chapter for Maracanã, consolidating the stadium not only as a football venue, but also as one of the largest entertainment centers in the country,” said Frend Nantes, CEO of Maracanã. “The idea is to broaden horizons and create opportunities to host major shows for different audiences, always with a commitment to diversifying the use of the stadium with quality and excellence. We are certain that this union will provide memorable experiences for fans and for the city.”

The move cements 30e as not only a major entertainment company in Latin America but the world. The promoter reported nearly 1.8 million tickets sold in 2025 and was the top-ranked Brazilian company at No. 22 on Pollstar’s top promoters tickets chart last year, grossing $112.25 million. The company took a major step forward when it produced System of a Down’s stadium tour in South America, taking over just about every facet of the tour and showing the industry what is possible. The nine-date trek grossed a gargantuan $51.95 million and moved nearly half a million tickets.