Historical series Itaú Unibanco announces Itaú Live, its proprietary music platform focused on client relationship and experience
In partnership with 30e, the initiative puts the fan at the center of the journey by integrating experiences, benefits, and long-term relationships
São Paulo, March 2026 – Itaú Unibanco announces the launch of Itaú Live, a proprietary music platform that expands and strengthens the bank’s presence in this space through a business strategy focused on experiences and long-term relationships. More than just a sponsorship initiative, Itaú Live connects music and brand from the fan’s perspective, placing them at the center of the journey and transforming music into a strategic ecosystem for genuine connections with clients.
The launch takes place in a context of maturity and rapid growth in Brazil’s live music market, with an increasingly engaged and demanding audience. In this scenario, the experience now encompasses the entire fan journey: from financial planning to ticket purchase, from enjoying the event to accessing show-related benefits.
“Itaú Live is born from the behavior of our clients and the evolution of our historic presence in music into a proprietary, long-term platform that puts the fan at the center of the experience. Music is a multi-generational passion for Brazilians and, for Itaú, an essential space to create intimacy, build relationships, and provide unique experiences, with benefits that truly make sense in people’s lives,” says Juliana Cury, CMO of Itaú Unibanco.
A proprietary music platform designed with the Brazilian fan in mind
At the heart of Itaú Live is the Brazilian fan, recognized as one of the most passionate and engaged in the world. These are the fans who plan, organize themselves, follow tours, travel between cities, and turn every show into a collective experience. That’s why Itaú Live is structured to transform this bond into tangible offerings, designed to accompany and value every step of the journey for those who make live music happen.
The pillars of the Itaú Live proprietary music platform include ticket pre-sales, special purchasing conditions, discounts, interest-free installment payments, and exclusive experiences that broaden access and enhance the event experience. The journey also extends to the day of the show, with features designed to reduce friction and improve the audience’s experience at different moments during the event.
“Our goal is simple yet ambitious: to ensure that the benefit generates real recognition and value for the client. With Itaú Live, all of the bank’s music-related efforts—which include sponsorships of concerts and major festivals like Rock in Rio, involvement in institutes and foundations such as Itaú Cultural, and a robust content platform—now connect under a single strategy focused on building long-term relationships,” says Juliana.
Partnership with 30e ensures scale and consistency for the proprietary platform
One of the pillars of Itaú Live is the long-term partnership with 30e, the largest live entertainment company in Brazil, which brings scale, reach, and consistency to the music platform. This strategic relationship ensures Itaú’s recurring presence on the live music calendar, with concerts and tours across a variety of genres, audiences, and regions in the country.
“The partnership was designed to transform sponsorship into ongoing engagement, connecting production, curation, and experience to a relationship and benefits logic for clients. By combining 30e’s expertise in major tour operations with Itaú as the official bank, Itaú Live creates a presence that resonates with different fandoms and generations throughout the year,” says Rodrigo Montesano, Superintendent of Brand Experience and Connections at Itaú Unibanco.
Main benefits of Itaú Live for clients:
- Easier access to ticket purchases, with pre-sales for national and international artists’ tours, access to all ticket categories, discounts ranging from 5% to 30%, and interest-free installment plans.
- Exclusive experiences, brought together in the Super Fan Itaú package, which combines tickets with unique opportunities such as meet & greets with artists, access to soundchecks, and hospitality services.
- Premium experiences in key cities like São Paulo, Rio de Janeiro, Belo Horizonte, Brasília, Salvador, and Curitiba, highlighted by the Itaú Personnalité Premium Area, which offers fast pass, early entry, and exclusive lines.
- Continuous evolution of the fan journey, with the progressive integration of benefits, services, and relationships in a single digital environment, enhancing convenience and fluidity over time.
For Pepeu Correa, CEO of 30e, the relationship with Itaú consolidates a market model. “Live entertainment in Brazil has matured. The country is no longer a secondary stop and now plays a strategic role in international tours. Arenas and stadiums are consistently sold out, and national artists are leading historic audience movements. This scenario allows us to talk about scale, data, and long-term vision. At 30e, this approach is captured by the concept of Delivering Happiness, which organizes our operation around the experiences of audiences, artists, and brands. By putting the fan at the center and structuring the market on a recurring basis, we create consistent value for the entire ecosystem.”
Since the beginning of the partnership, in December 2025, the platform has already announced more than 30 shows and confirmed 8 tours by 10 different artists, reinforcing the scale and consistency of the strategy’s rollout. Among the announced projects are various tours, which impact different generations, genres, and audiences of Brazilian and international music.
A journey organized for the future
The creation of Itaú Live is the result of Itaú’s consistent, long-term journey in the music arena. This relationship began in 1987 with the creation of Itaú Cultural, a reference point for supporting Brazilian artistic production and democratizing access to culture. Since then, the bank has expanded its reach, supported emerging scenes, strengthened new talent, increased access, and consolidated its presence at major cultural events.
For 25 years, Itaú Unibanco has sponsored Rock in Rio, the world’s largest music and entertainment event, keeping pace with the evolution of live music and audience behavior, as well as brand experiences. Over this journey,
Itaú has created spaces that have become the stage for memorable musical encounters, bringing together artists from different generations and styles. This presence reflects the bank’s view that sponsorship goes beyond brand exposure and is solidified as a platform for relationships, experiences, and business.
In 2024, as it celebrated its 100th anniversary, Itaú chose music as its brand language, highlighted by Madonna’s historic free concert in Copacabana, reinforcing this area as one of the most authentic pillars of emotional connection with the public.
“Itaú’s relationship with music has always been built with a long-term vision, consistency, and purpose. Itaú Live is the natural evolution of that journey, giving shape to everything we have learned over more than three decades and projecting this work into the future in a structured way. As a proprietary music platform, the initiative reinforces the bank’s commitment to music in Brazil and to creating relevant experiences capable of generating lasting value for people and strengthening long-term relationships with our clients,” concludes Juliana Cury, CMO of Itaú Unibanco.