NFL expands Brazilian presence with Globo partnership and record sponsorships

The NFL is expanding its presence in Brazil through a strategic media partnership with Globo and a record number of sponsors. Globo, via SporTV and GE TV, will hold exclusive broadcasting rights for the upcoming regular-season game between the Dallas Cowboys and the Baltimore Ravens at the Maracanã stadium in Rio de Janeiro this September.

NFL Executive Vice President of Media Distribution Hans Schroeder noted that the success of previous games in São Paulo drove the decision to partner with Globo, citing the company’s massive reach in the Brazilian media sector. While Globo secures the Maracanã matchup, the NFL will continue its long-standing partnership with ESPN for other coverage in the country.

On the commercial front, the league has reached a record 22 sponsors in Brazil, including global and local brands such as Apple Music, Budweiser, FedEx, and XP. For the Rio de Janeiro game, 16 brands are expected to participate in on-site activations. The NFL identifies Brazil as its second-largest international market, boasting over 36 million fans.