The image is based on the shape of the Maracana Stadium in Rio de Janeiro which was the largest stadium in the world, (220k people) before they introduced seats. I wanted to do something fairly corporate and subtle to counter the informality of the name, especially as I assume you are going to be selling corporate hospitality packages. Needless to say this could be done in a number of different colour variations for differing aspects of any pitch, so green, (transport), orange (food and beverage), red (ticketing) etc. etc. Alternatively the different colors could reflect the level of hospitality, and access.