Globo seals partnership with NFL for 2025 season and Super Bowl broadcasts in Brazil
The National Football League (NFL) and Globo Group announced, on Tuesday, August 26, 2025, a strategic partnership that promises to revolutionize American football coverage in Brazil. Starting in September, the world’s largest American football league will have its pre-season, regular season, playoffs, and Super Bowl LX, scheduled for February 8, 2026, broadcast live on Globo’s platforms, including free-to-air TV, SporTV, and GE TV on YouTube. The deal includes the exclusive broadcast of the NFL São Paulo Game, featuring the Los Angeles Chargers versus Kansas City Chiefs on September 5 at Neo Química Arena in São Paulo. The initiative aims to engage over 36 million Brazilian fans, solidifying Brazil as one of the NFL’s key international markets. The partnership combines Globo’s expertise in captivating Brazilian audiences with the grandeur of American sports, offering multi-platform coverage that promises to bring fans closer to the NFL’s excitement.
This announcement marks a historic moment for the sport in Brazil, which has shown significant interest in American football. In 2024, the first NFL game in Brazil, between the Philadelphia Eagles and Green Bay Packers, drew nearly 3 million viewers on a single online broadcast. The new partnership strengthens the league’s global expansion strategy while Globo enhances its sports portfolio with one of the world’s most-watched events.
- Key highlights of the partnership:
- Broadcast of the NFL São Paulo Game on September 5, 2025.
- Coverage of pre-season, regular season, and playoff games.
- Super Bowl LX airing on free-to-air TV and digital platforms.
- Exclusive content on journalistic programs and GE.globo.
Kickoff with São Paulo game
The 2025 NFL season in Brazil will start with a bang. On September 5, Neo Química Arena, home of Corinthians, will host the clash between the Los Angeles Chargers and Kansas City Chiefs. The game, marking the NFL’s second official match in Brazil, will be broadcast live on SporTV, with special coverage on Globo’s digital platforms. São Paulo’s selection as the host city reinforces its global sports relevance, having previously hosted events like the 2014 World Cup and the 2016 Olympics.
The broadcast will feature expert narration and commentary, along with exclusive content such as player interviews and tactical analyses. Globo plans to integrate the event with special programming, including live performances by artists like Ana Castela and Karol G during the halftime show. The initiative aims to attract not only American football fans but also a broader audience interested in the NFL’s cultural experience.
- NFL São Paulo Game details:
- Date: September 5, 2025, at 9:00 PM (Brasília time).
- Venue: Neo Química Arena, São Paulo.
- Teams: Los Angeles Chargers vs. Kansas City Chiefs.
- Attractions: Halftime performances by Ana Castela and Karol G.
PLIM, PLIM ✨🏈
— NFL Brasil (@NFLBrasil) August 26, 2025
Fãs da NFL… A gente vai se ver no Grupo Globo! 🤩 #NFLBrasil@tvglobo | @geglobo | @sportv pic.twitter.com/Ezmxp2lTm1
Multi-platform coverage expansion
The Globo-NFL partnership goes beyond live broadcasts. Globo plans comprehensive coverage that includes journalistic programs like “Esporte Espetacular” and “Globo Esporte,” featuring analyses, interviews, and game highlights. GE TV, Globo’s YouTube channel, will be a cornerstone of the digital strategy, offering exclusive content such as game recaps, player interviews, and educational materials on American football rules.
SporTV will have dedicated programming, airing games on Thursdays (Thursday Night Football), Sundays (Sunday Night Football), and playoffs. The network also plans to broadcast Super Bowl LX on free-to-air TV, an event that attracts millions of viewers worldwide. The multi-platform strategy aims to reach diverse audiences, from dedicated fans to newcomers to the sport.
- Broadcast platforms:
- Free-to-air TV: Select games, including Super Bowl LX.
- SporTV: Weekly games and playoff coverage.
- GE TV (YouTube): Recaps, analyses, and exclusive content.
- GE.globo: Articles, videos, and updated news.
Impact on the Brazilian market
Brazil is the NFL’s second-largest international market, with over 36 million fans, trailing only Mexico. The partnership with Globo, which reaches approximately 34 million monthly active users, is seen as a strategic move to solidify the league’s presence in the country. The 2024 game, which filled Neo Química Arena and generated an economic impact of about $60 million in São Paulo, demonstrates the Brazilian market’s potential.
The NFL’s arrival on Globo’s platforms also opens new commercial opportunities. Sponsoring brands, such as BetMGM, which plans to launch a sports betting platform in Brazil in 2025, are already showing interest in associating with the event. Additionally, the NFL has invested in initiatives like NFL Flag, a non-contact American football program that has reached over 4,500 young athletes in Brazil since 2023, paving the way for the sport’s inclusion in the 2028 Los Angeles Olympics.
- Economic and social benefits:
- $60 million in revenue from the 2024 game in São Paulo.
- Creation of direct and indirect jobs in the events sector.
- Promotion of NFL Flag for young athletes.
- Attraction of sponsoring brands to the Brazilian market.
Complementary events to engage fans
In addition to broadcasts, Globo and the NFL plan in-person events to engage fans. One example is the “Tailgate Brazil Experience 2025,” scheduled for September 5 in São Paulo. The event will offer live performances, interactions with former players, and American-style tailgate experiences with open bar and food. In Rio de Janeiro, a similar event will allow fans to watch the Chargers vs. Chiefs game on big screens, with musical performances and interactive activities.
These initiatives aim to create an emotional connection with the Brazilian public, which has already shown enthusiasm for the sport. The partnership also includes educational content, such as the “NFL Guide” and “NFL Glossary,” available on GE.globo, explaining the rules and dynamics of American football to new viewers.
- Tailgate Brazil Experience attractions:
- Live performances with Brazilian and international artists.
- Presence of former NFL players.
- Gastronomic experiences with open bar and food.
- Game broadcast on big screens in Rio de Janeiro.
NFL’s global strategy in Brazil
The partnership with Globo strengthens the NFL’s globalization strategy, with Brazil as a priority market. Since 2023, the league has expanded its presence in the country with initiatives like NFL Flag and international games. Choosing Brazil to host games in 2024 and 2025 reflects the success of the first experience, which drew a significant crowd and established São Paulo as a sports hub.
The NFL also plans to increase international games, with up to eight matches outside the U.S. in 2025. In addition to Brazil, cities like London, Berlin, Madrid, and Dublin are confirmed as hosts. The partnership with Globo ensures Brazilian fans have privileged access to these events with high-quality broadcasts and localized content.
- NFL international games in 2025:
- São Paulo: Los Angeles Chargers vs. Kansas City Chiefs.
- London: Two games at Tottenham Hotspur Stadium.
- Berlin: Game at Olympic Stadium with the Indianapolis Colts.
- Madrid: Game at Bernabéu Stadium with the Miami Dolphins.
Musical and cultural attractions
The NFL in Brazil is not just about sports. The league has invested in partnerships with renowned artists to attract a diverse audience. In 2025, the São Paulo game will feature performances by Ana Castela, a sertanejo icon, and Karol G, a global Latin pop star. These performances, broadcast live by Globo, strengthen the connection between American football and Brazilian culture, creating a spectacle that goes beyond the field.
The choice of artists from different genres reflects the NFL’s strategy to engage varied audiences. Karol G’s presence, for instance, appeals to the Latin community, while Ana Castela attracts sertanejo fans, one of Brazil’s most popular genres. These cultural initiatives are part of the league’s effort to turn games into comprehensive entertainment events.
- Confirmed artists for the NFL São Paulo Game:
- Ana Castela: Sertanejo performance at halftime.
- Karol G: Latin pop performance.
- Other local artists to be announced.
