NFL Takes on Brazil: South America’s Gateway to American Football

A Historic Turning Point for American Football

The National Football League (NFL) is entering a new era with its strategic expansion into Brazil. After a sensational debut game in São Paulo in 2024, the league returns in 2025 with a marquee matchup: Kansas City Chiefs vs. Los Angeles Chargers, held at the iconic Corinthians Arena. This stadium, already host to the FIFA World Cup and the Olympic Games, is now positioning itself as a new temple for American football.

A Long-Term Vision

This second game is not just a repeat — it reflects the NFL’s long-term global expansion strategy in Brazil. With over 38 million fans, Brazil has become the league’s second-largest international market.

This momentum is being supported by real initiatives on the ground: the launch of the NFL Flag program in 2023 introduced over 4,500 young athletes to flag football in schools and local leagues. At the same time, the NFL is strengthening its structural presence with the appointment of Luis Martinez as General Manager of NFL Brazil, and with plans underway to open a permanent office in São Paulo, further anchoring the league in the local sports and media ecosystem.

São Paulo: A Global Stage for Season Kickoff

The 2025 game between the Chiefs and Chargers will officially kick off the NFL season on a Friday night during Week 1, capturing the attention of fans across continents.

In 2024, the Eagles-Packers matchup drew over 3 million YouTube views via CazeTV, proving Brazil’s growing appetite for the sport. In response, the NFL is partnering this year with YouTube and YouTube TV to exclusively broadcast the game, marking a historic first for the platform. This partnership continues a relationship that began in 2015, with the NFL’s YouTube channel now boasting over 14 million subscribers and 350 million hours of content watched in 2024.

A Passionate and Engaged Fanbase

The Brazilian public’s response has exceeded all expectations. The 2024 debut game sold out in under two hours, creating 5,000 temporary jobs and generating an estimated $60 million in economic impact for São Paulo.

Beyond the numbers, digital engagement was equally impressive: the @NFL account recorded 12.4 million interactions during game weekend , even surpassing the Premier League. Meanwhile, @NFLBrasil achieved 3.7 million interactions, ranking sixth globally among major sports events.

Brazil: A Strategic Bet with Exceptional Potential

With the world’s eighth-largest economy, a young, digitally connected population, and a deeply rooted sports culture, Brazil offers fertile ground for the NFL’s long-term expansion.

Opportunities for growth abound: media rights, local partnerships, sports tourism, sponsorships, and even the development of local talent and leagues. While some challenges remain, including logistics and cultural adaptation. The potential rewards are immense. The NFL isn’t just exporting a sport; it’s building a lasting relationship with a new generation of South American fans.