NFL arrives in Brazil with Eagles-Packers 2024 season debut

This Friday, September 6, São Paulo will host a groundbreaking event: the first-ever National Football League (NFL) game to be played in South America. Over 42,000 fans will fill the stands at the NeoQuímica Arena to witness the Green Bay Packers and the Philadelphia Eagles face off, with Brazilian superstar Anitta headlining the halftime show.

The event is part of the NFL’s expanding International Games program, an initiative designed to tap into growing interest in American football worldwide. While games have traditionally been held in Europe and Mexico, Brazil has emerged as a priority for expansion, thanks to its increasingly passionate NFL fan base.

In 2024, pollster Ibope reported that an astonishing 41 million Brazilians described themselves as “interested” or “very interested” in the NFL, quadrupling the number from 2014. Brazil now trails only the U.S. and Mexico in terms of NFL fandom.

NFL fandom grows in Brazil

Brazil’s enthusiasm for American football isn’t just a passing fad. In a country where football reigns supreme, the NFL has steadily gained traction. The rapid sellout of all 42,000 tickets for the game in just 90 minutes underscores the sport’s appeal.

While football dominates Brazil’s sporting landscape, the allure of American football is tied to its perceived connection to the “American way of life.” With 1.9 million Brazilians living in the United States, the admiration for U.S. culture has extended beyond fast food and Hollywood films. American football, with its association with college scholarships and opportunities for social mobility, carries an aspirational quality that resonates with many Brazilians.

The NFL’s decision to bring the Eagles-Packers game to São Paulo was also fueled by local support. Gustavo Pires, president of the São Paulo tourism board, played a key role in securing the event. A devoted fan of the sport, Pires leveraged his position and connections to facilitate a USD 5 million investment from the city to host the game. The expected return on investment? USD 60 million, driven by tourism, media rights, and sponsorships.

While NFL games attract large viewership numbers in Brazil, the country still lacks a professional league of its own. The Brazilian American Football Association (BFA) has made strides in growing the sport domestically, with 5,000 players across various leagues.

However, most players juggle full-time jobs or studies alongside their passion for American football, making it difficult for Brazil to compete internationally.

The under-20 national team’s 110-0 loss to Canada’s seasoned professionals was a glaring example.

Brazil’s solitary success story in the NFL is Cairo Santos, a kicker for the Chicago Bears. Mr. Santos’s journey to the NFL was far from typical — he secured a football scholarship to Tulane University during a high school exchange year in the U.S. Such an opportunity remains out of reach for most Brazilians, although the NFL’s International Player Pathway program attempts to lower barriers for international talent.

Even among fans, American football can feel like an isolating passion. A 2015 study revealed that over 60 percent of Brazilian NFL fans watched games alone, and 86 percent would prefer to do so in social settings. Yet, finding bars or restaurants showing NFL games remains a challenge in a country still dominated by football.

São Paulo: the hub of international events

For São Paulo, Friday’s game is more than just an exhibition of American sports culture. It cements the city’s status as a global destination for major international events. From Formula 1 races to Taylor Swift concerts, São Paulo has positioned itself as a hub for entertainment, and now it adds the NFL to its growing roster.

As the NFL continues to broaden its horizons, the potential for Brazil to become a key market seems increasingly plausible. While challenges remain in developing a domestic league, the passion of Brazilian fans and the NFL’s strategic investments may ensure that this game is just the first of many to come.