The city administration of São Paulo reported an impressive 672% increase in revenue from the ISS (Tax on Services) related to various events such as festivals, concerts, and trade fairs, soaring from R$ 41.8 million in 2015 to R$ 323.5 million in 2025. This significant growth underscores the economic impact of these events, which are credited with boosting job creation and overall tax revenue. The administration has emphasized the importance of large events in bolstering the local economy as a core reason for supporting and promoting them.

One notable instance was the waiver of the rental fee for the Interlagos racetrack for the Lollapalooza festival this year, with the municipality collecting R$ 2.7 million from event organizers in 2025. According to the administration led by Mayor Ricardo Nunes (MDB), São Paulo continues to be one of the most attractive cities in the world for major events, contributing to its international reputation and cultural significance.

Additionally, the city is highlighted for hosting major events, as evidenced by its first-time hosting of NFL games in Brazil, the latest of which drew an attendance of 47,627 spectators in September of last year. This further cements São Paulo’s status as a vibrant hub for entertainment and sports, reinforcing the municipality's commitment to investing in large-scale events that generate economic benefits and enhance its global standing.