São Paulo, Brazil – 2019 – Large competition for fans in the state of São Paulo with two other major clubs was a starting point for Palmeiras’ revolutionary vision for memberships. To solidify the teams’ position as an innovative and professional football club, Palmeiras decided to redo everything in terms of the digital ecosystem: to connect, streamline, and personalize the full matchday experience for the fans. Another issue was the ticket touting for Palmeiras tickets, where tickets would be bought and sold at a higher price, taking away the opportunity for true Palmeiras to buy tickets. 

Palmeiras found that partnership with NewC Sport. Together, we implemented the advanced Avanti membership program, expanding in 8 different price classes with different levels of offers and promotions enabled the full fanbase to become a member of the club, and to establish a robust community around the club and its game days. Fans with the top membership plans are allowed exclusive access to ticket sales, to choose a seat anywhere on stadium and bring two friends, access to exclusive app content, and many other exclusive membership perks. Palmeiras’ vision to become a large, professional club did not only stop at the membership program. With NewC Sport, they implemented an advanced facial recognition system that made queues shorter, and the matchday experience easier for fans. The facial recognition system eliminated Palmeiras’ problem with ticket touting: now, the person who bought the ticket must scan their face and use the same face to enter stadium. That meant only real Palmeiras fans could enter stadium, increasing the sense of community and coherence, while keeping ticket sales at a fair playing field.

The result? Over 200,000 members signed up with the Avanti program. A stable, loyal and coherent community around Palmeiras ensures close-to sold out games all season long. No more ticket touting and actual, credible fan data that the club can use to personalize offers and promotions on an individual basis. Palmeiras not only serves as a top club based on the sporting performance, but is one of Brazil’s clubs with the most connected fanbase. The club received multiple awards during South America’s CONFUT 2025 Awardshow, including the best club manager (Leila Pereira), best club management, best stadium, and more. 

“It has been an excellent experience working with NewC Sport because it’s probably the first time a club in Brazil has had software developed specifically for their needs. The synergy between our and NewC teams has been fantastic.” — Everaldo Coelho, Marketing Director, Palmeiras.