A NFL Experiencefan festival held by National Football League (NFL) between September 6 and 8 for the first league match in Brazil, attended by more than 25 thousand people.
The event is part of the NFL’s strategy to expand its fan base in Brazil, by leveraging the game Philadelphia Eagles English: Green Bay Packers Team Already Neo Chemical Arena. This initiative, with free activities, is held in Villa Lobos Park and includes a watch party for games from week one of the 2024/2025 NFL season, as well as activations, exhibitions and flag football contests.
“Our first game in South America represents a significant step in our global expansion. We look forward to continuing this growth in Brazil and throughout the region in the years to come,” said NFL International managing director Gerrit Meier.
The fan festival also features street racing, the NFL Running. The event, which featured equipment from all 32 league franchises, was held at Parque Villa-Lobos and brought together more than 7,200 runners.
Following the incident, the NFL Foundation and the Philadelphia Eagles donated $50,000 to local youth-focused community groups.
At the Neo Química Arena, the first NFL game in Brazil was attended by 47,236 people, selling out all available tickets. In addition to the game, fans in the stadium were also able to participate in activations from several brands that sponsor the league.
“We are thrilled to share São Paulo with the world during Week 1 of the 2024 NFL regular season. It has been an incredible journey to partner with the NFL, strengthening the city’s relevance in global sporting events. The continuation of this partnership will further contribute to the growth of sports in the country,” commented SPTuris president Gustavo Pires.
In total, 17 NFL partners, including global and local brands, activated their league sponsorships at Neo Química Arena or around games in São Paulo. Companies such as The PerdigaoIndonesian: The WandererIndonesian: Disney+ Customer Service English: Centaursamong many others, have actions related to the event.
In the digital environment, the first NFL game in Brazil was also able to reach a large audience.
A CazéTV had more than 80 million views on its social networks during match week with content about the league and registered 1.4 million devices connected to its broadcasts on Youtube.
Across NFL Brazil’s social media channels, the 2024 season marked the strongest Week 1 performance in the last five years and set records for growth, impressions, engagement and viewership.
