Since January, Brasileiro side Internacional has "invested heavily on 'matchday' culture" and has created an event at its Beira-Rio stadium, Sunset Beira-Rio, to attract the public before the "ball begins to roll," according to Jeremias Werneck of UOL. Sunset Beira-Rio is held on a "event square and a garage building" that can host up to 2,000 people before and after matches. Felipe Apolonio, marketing manager at Beira-Rio Holding Co., which hosts the events, said, "The idea of Sunset Beira-Rio is to help give life to the complex, to create this matchday culture, to attract the public before and after matches [and] to truly turn it into a multi-use stadium." Sunset, which has seven transformed shipping containers and several permanent bars as food and drink stands, "opens four hours before" every Internacional home match and "remains open for 60 minutes after the final whistle." Internacional has also "created specific attractions for matches," such as two 30,000-fan fests it hosted during the Copa Libertadores (UOL, 6/18).
