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Pala Alpitour joins OVG’s venue alliance

Oak View Group (OVG) has signed Pala Alpitour in Turin, Italy as the latest member of its International Venue Alliance.

Live Nation-operated Pala Alpitour is Italy’s largest indoor sporting venue and the new host of the tennis ATP Finals.

The venue becomes the International Alliance’s first Italian member, and joins Ascot Racecourse, Silverstone Circuit, and the NEC Group in the UK, as well as Germany-based D.Live venues.

The arena was built as a host venue for ice hockey during the 2006 Winter Olympics and has since become a leading concert venue featuring some of the world’s biggest artists such as Madonna, U2, Ariana Grande, Vasco Rossi, and Tiziano Ferro.

In 2019, the venue signed a deal that will see it host the ATP Finals for five years from 2021 to 2025.

Pala Alpitour is the first venue in Italy to host the week-long tennis tournament, and the 2021 edition will be the first time it has not been hosted at London’s O2 Arena since 2009. The Finals are hosted each November and feature the top eight singles players and doubles teams in a fast-paced tournament format, with $9 million in prize money up for grabs.

Pala Alpitour’s membership of the Alliance and relationship with OVG will specifically focus on finding new corporate partners for the arena and elevating its scale in Italy and internationally.

As a Live Nation-operated venue, the partnership represents a further example of the collaboration between OVG and the world’s biggest entertainment company.

In line with Live Nation’s global sustainability coalition ‘Green Nation’, Pala Alpitour has made commitments to implement an event supply chain with the lowest possible environmental impact.

Sam Piccione III, OVG’s international president said:

Pala Alpitour is in the middle of a transformative phase and is set to become one of Europe’s most high-profile arenas with hosting the ATP Finals in 2021. We appreciate Roberto De Luca and Daniele Donati’s vision to join as the fifth member of the International Venue Alliance and look forward to working as an extension of their team and expanding the roster of like-minded partners.

Daniele Donati, general manager at Pala Alpitour, said:

We are focused on coming out of the pandemic in better shape than ever. Our aim is to maintain our established position as a leader in the Italian market and continuing to bring a platform for strategic and innovative partnerships. Through its international expertise, we believe OVG is the ideal partner to support us in achieving our goals.

Roberto De Luca, CEO of Parcolimpico and president of Live Nation Italy, said:

We’re fully confident that the live entertainment market will bounce back in 2021, and we can’t wait for the ATP Finals to showcase the world-class facilities at Pala Alpitour. Live Nation works closely with OVG at venues across the world and we look forward to extending our partnership in Italy, starting with Pala Alpitour’s membership of the International Alliance.

The Venue Alliance is modelled on OVG’s highly successful Arena and Stadium Alliance in North America, an invitation-only partnership of 28 arenas which enables independent venues to attract brands to tell unique stories through consumer passion points in live entertainment, and achieve efficiencies of scale by booking, buying, selling, and thinking together.

Alongside the expansion of the International Venue Alliance, OVG is embarking on its first European development – the Santa Giulia arena in Milan.