The legendary Estadio 3 de Marzo — which for 55 years served as the venue for some of the most iconic moments in sports and music in the Mexican state of Jalisco — will write a new chapter as it transforms into the Coliseo GNP Seguros: a renovated venue centered on live entertainment, featuring modernized infrastructure and a fan-focused experience, Ocesa announced on Tuesday (April 28).
According to the promoter, the renovation of the iconic venue — which will open its doors this coming August and accommodate up to 30,000 attendees — is the result of a historic investment and a partnership between OCESA, GNP Seguros and the Autonomous University of Guadalajara.
This project “redefines the way live entertainment is experienced, positioning Jalisco as a strategic hub within the global entertainment circuit,” the company said in a press release.
The Coliseo GNP Seguros will kick off this new chapter with an extensive artistic and cultural lineup, featuring performances by stars such as Alejandro Sanz and Yuridia, as well as a powerhouse trio of major ska bands — Auténticos Decadentes, Caligaris and Panteón Rococó — who will be performing together for the first time.
The renovation encompasses both structural and operational changes. One of the most significant is the elimination of unnumbered zones: the entire stadium will now feature assigned seating, in addition to new areas such as the Diamond Stand, designed to offer an experience closer to the stage. The redesign also includes a new entrance plaza, expanded tunnels, improved accessibility, and a renovation of the roof and façade — elements intended to facilitate movement and enhance audience comfort.
“The venue will also feature a digital screen system — including a perimeter LED ring and strategic visual communication points — that enhances the experience inside the stadium,” Ocesa added.
For decades, the Estadio 3 de Marzo served as the setting for some of the most significant moments in sports and music in Guadalajara, hosting international artists such as Luis Miguel, Shakira, Karol G, Linkin Park, Justin Bieber and Lady Gaga, while solidifying its status as a key venue within Mexico’s entertainment circuit.
“In this new phase, it will maintain its sporting vocation, coexisting with a world-class entertainment offering,” Ocesa said. Last year, Live Nation increased its stake to 75% in the operations of the Mexican company Ocesa and Ticketmaster Mexico.
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