In 2024, Neo Chemistry Arena received a match between Philadelphia Eagles and Green Bay Packers, the first of the National Football League (NFL) in Brazil.
The match on South American soil exceeded expectations, consolidating the league as a great success in the country.
With tickets sold out in less than two hours and 47,236 fans gathered at Corinthians stadium, it is estimated that the debut has moved more than $ 300 million.
The choice of the city, the stadium and the country was not by chance. In an interview with CNN Sports S/A This Sunday (29), Luis Martínez, General Manager of NFL in Brazil, detailed the backstage of this decision.
“There are a lot of factors, but the first, of course, was not the only stadium we analyzed, the only stadium we have relationships. But it was much easier for us for many reasons, such as changing rooms. So we needed more changing rooms, tunnels, space outside the stadium for activations, for the store. Everything is just for match day (Game Day). It is very important, because we have a very aggressive planning to be able to make only one game, “explained Martínez.
“The lawn is always one of the most relevant things for a game, because we have to ensure the safety of players, teams, cheerleaders, technicians, staff, but also the safety of fans at the stadium.”
The match is part of the Global Market Program (GMP), NFL initiative that allows teams to choose international markets in which they want to invest in fan engagement and brand development.
Currently, four teams have priority of action in Brazil: Philadelphia Eagles, Detroit Lions, New England Patriots and Miami Dolphins.
“GMP is a program for the purpose of international expansion. So every team has the opportunity every year to apply to several countries,” he said.
Solid Base in Brazil
NFL wants to turn this enthusiasm into a solid base of fans and businesses. According to the executive, the four clubs with rights in Brazil are already allowed to seek local partners, sell pre-season games and negotiate with Brazilian TVs and streamings.
“Last year, the Eagles spoke after the game: ‘We like Brazil, the colors, the food, the food, the energy, the everything.’ We want to do more things in Brazil. So, they now have rights. Now we have four teams, 32, who have rights in Brazil. We want to do more things in Brazil. The ultimate goal is to also develop the fan foundations of the teams, “said Luis.
Next game on Brazilian soil
The next match in Brazil will be between Kansas City Chiefs and Los Angeles Chargers, scheduled for September 5, also at Neo Chemistry Arena, in São Paulo.
“We have a game on September 5 at the Corinthians house. After the game we will make a Watch Party. Let’s do fan engagement (Fan engagement), let’s bring cheerleaders, let’s bring players. So this helps a lot the work that NFL as a call is doing. Also confirms the commitment of the league, and the 32 teams, to have as Priority The international development“He concluded.
CNN Sports S/A
With Luis Martínez, CNN Sports S/A reaches the 101st edition. Presented by João Vitor Xavier, the program addresses the backstage of a billion market and is one of the most profitable in the world: sport.
On the agenda, the hottest subjects in the industry in the world of the ball, from the perspective of economics and business.
