NFL in Brazil attracts franchises and director plans historic game at Maracanã

The expansion of the NFL in the South American market reached a new level of engagement between the Estados Unidos franchises. Luis Martinez, general director of the league at Brasil, stated this Thursday (16) that the country has established itself as a priority destination on the organization’s international calendar. The interest is driven by the results obtained in previous exhibitions on São Paulo soil, which changed the perception of North American offices about Brazilian commercial potential.

Rio of Janeiro is preparing to host “Rio Game 2026”, an event that will mark the league’s debut in the capital of Rio de Janeiro. Dallas Cowboys will play host to Maracanã’s Estádio in a duel against Baltimore Ravens. The clash is scheduled to take place on September 27th, valid for the third week of the regular season. The logistical movement already mobilizes major national football clubs and public structures to make the operation viable.

Interesse of franchises overcomes commercial barriers

The current NFL scenario in the country demonstrates a rapid evolution in the mentality of team management. Martinez explained that, initially, the matches in São Paulo took place without the participating teams having formal commercial exploration rights in the territory. However, practical experience transformed this logic in a short space of time. The executive cited the direct example of Philadelphia Eagles, which after working at Brasil, immediately sought brand rights to invest locally.

Essa change of stance indicates that Brasil is no longer seen just as an isolated display location, but as a strategic hub. Franchises now actively express their desire to participate in the internationalization process and operate in Brazilian stadiums. The visibility generated by the broadcasts and the engagement of local fans created a promising environment for long-term investments. The league understands that the physical presence of athletes and the holding of official events accelerate the emotional connection with the public.

Logística in Rio of Janeiro involves CTs of football giants

The structure to receive Cowboys and Ravens requires rigorous planning that integrates the national sports elite. The operation for Rio Game 2026 defined that the teams will use training centers from traditional clubs in the city to maintain their technical preparation. The choice of facilities followed criteria of pitch quality and privacy for foreign casts.

The main points of logistics planning include:

• Dallas Cowboys must carry out their training at Ninho of Urubu, CT of Flamengo.
• Baltimore Ravens will use the CT Lonier structure, belonging to Botafogo.
• Maracanã will be delivered to the NFL shortly after the match between Flamengo and Red Bull Bragantino.
• The stadium’s transfer period will begin around September 20th to adapt the field.
• The league will work on changing markings and installing American football-specific equipment.

The organization is not concerned about possible adjustments to times or dates that may occur in the calendar. Trust is based on the strength of the brands involved, especially Cowboys, which has one of the largest global fan bases. Para the league, the main commitment is to increase the quality of delivery with each edition, regardless of variations in the transmission range or the location of the match.

Integração with college football strengthens the schedule

The NFL’s expansion strategy at Brasil goes hand in hand with the development of college football. The goal is to create a continuous stream of events that keeps the viewer engaged year-round, not just in the professional season window. In August, Estádio Nilton Santos will host the duel between the universities of Virgínia and Carolina of Norte, serving as a warm-up for the Rio public.

Luis Martinez highlighted that college football, known as “College”, plays a fundamental role in accelerating the league’s plans. The close relationship between the organizations allows the sport to gain technical and commercial maturity more quickly in the country. Rio of Janeiro is seen as the ideal stage for this integration, uniting the city’s tourist tradition with the strength of large-scale sporting events. The goal is to consolidate Brasil as the top NFL market outside of Estados Unidos in terms of number of active fans.