NFL announces expansion strategy for Brazilian market

The National Football League (NFL) has unveiled an expansion strategy for the Brazilian market, focusing on cultural integration and increased media accessibility. During an NFL Media Summit in Rio de Janeiro, executives announced plans to associate the brand with local traditions like Carnaval and to strengthen partnerships with free-to-air television to reach broader audiences.

A key component of this expansion is the scheduled regular-season game at the Maracanã stadium between the Baltimore Ravens and the Dallas Cowboys. The league aims to secure at least three regular-season games in Rio de Janeiro over the next five years. Data from Globo indicates a 15% growth in NFL viewership, with approximately 4.8 million new consumers since 2025.

To foster long-term growth, the NFL is promoting flag football, a non-contact version of the sport set to debut in the 2028 Los Angeles Olympics. Efforts to expand the athlete base include integrating the sport into school curricula, such as in Petrópolis. Additionally, the brand is expanding its commercial footprint, involving a record 22 commercial partners in Rio de Janeiro.

In the lifestyle sector, the streetwear brand Thug Nine has launched an official licensed collection in partnership with the NFL. The collection emphasizes the Raiders franchise, drawing on the historical connection between Los Angeles rap culture and the team’s identity.