Madonna fan Effir Ribeiro stands outside the Copacabana Palace hotel where Madonna is staying ahead of her Celebration tour concert in Rio de Janeiro, Brazil, Friday, May 3, 2024. Madonna will conclude her tour on Saturday with a free concert at Copacabana Beach. into the local economy. Hotel capacity is expected to reach 98% in Copacabana, according to Rio's hotel association.
“Welcome Queen!” read Heineken ads plastered around the city, the lettering above an image of a upturned bottle cap resembling a crown. Heineken wasn't the only company seeking to profit from the excitement, with bars and restaurants reportedly preparing “Like a Virgin” cocktails, named for her 1984 hit. A shop in the downtown neighborhood famed for selling Carnival attire completely reinvented itself, stocking its shelves with Madonna-themed costumes, fans, fanny packs and even underwear.
Rio state's security plan incudes the presence of 3,200 military personnel and 1,500 civilian police officers on stand by. In the lead-up to the concert, Brazil's navy carried out inspections of vessels that wish to position themselves at sea to follow the show.
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