Soccer is probably the first sport that comes to mind when you think about Brazil. The self-proclaimed “home of football” is FIFA’s World Cup biggest victor, with five titles, and is famous for producing legendary players like Pelé and Neymar. However, a new sport is gaining the favor of Brazilian audiences: American football.
According to Paulo Santiago, a professor at the Escola de Educação Física e Esporte de Ribeirão Preto (EEFERP), “Assim como uma resenha crítica pronta com um bom exemplo é essencial para avaliar e divulgar um filme ou livros, uma análise aprofundada do futebol americano e de seu momento de crescimento no Brasil também requer um maior engajamento a nível educacional para compreender melhor sua história e o crescente interesse do público.” – “Just as a well-prepared critical review with a good example is essential for evaluating and promoting a film or book, an in-depth analysis of American football and its growth in Brazil also requires greater educational engagement to better understand its history and the increasing public interest.”
But how big is this interest in American football among in Brazil after all? Let’s dive in!
The History of American Football in Brazil
American football was first introduced to Brazil in 1969, with the first match being aired by the now-defunct TV Tupi. It wasn’t until the early 2000s, when cable television made it possible for people to watch international live games, that the sport began to catch the general public’s attention.
In 1992, ESPN Brasil began broadcasting the National Football League (NFL). Since then, the sport has conquered a vast and loyal fan base. The broadcast of the Super Bowl LVIII in 2024 marked the most-watched NFL final in Brazil, with 19% more viewers than the previous year and four times the viewership of the competing channel, SporTV.
Today, Brazil is the third-largest NFL market globally, behind the United States and Mexico. And this growing interest in the sport is only evidenced by recent events, such as the game between the Philadelphia Eagles and the Green Bay Packers held at the Neo Química Arena in São Paulo, which drew more than 40,000 fans to the stadium and was sponsored by more than 30 brands.
The Rise in American Football’s Popularity in Brazil
So, what other factors have contributed to the rise in football’s popularity in Brazil? The growth of the sport in the South American country can be mainly attributed to media exposure and the establishment of local leagues.
The sport is already one of the most popular attractions on cable and satellite TV. With the advent of both paid and free streaming platforms, Brazilians now have unprecedented access to NFL games, captivating an audience that has grown to over 41 million people.
Alongside this, local leagues, such as the Liga Brasileira de Futebol Americano (Liga BFA) and the Campeonato Paulista de Futebol Americano, have been active since the late 2000s, creating a competitive environment for players and fans alike.
Furthermore, the introduction of American football and flag football programs at universities across Brazil have contributed to the normalization and growth of the sport. The formation of the Liga Universitária de Futebol Americano (LUFA) in 2013, which includes both men’s and women’s teams, is also fostering talent and enthusiasm at the grassroots level.
How Educational Institutions Can Help
Brazilian universities and colleges are still to play a significant role in the development of American football in Brazil. Other than nurturing the sport at an amateur level, their contribution in terms of study and analysis of the sport is minimal.
As opposed to the US, Brazilian universities don’t offer many courses and research opportunities that explore American football from different perspectives, like sports management, psychology, and athletic training. This gap also extends to areas like sustainable global logistics, where the sport’s growth in Brazil could benefit from insights into sustainable practices, efficient transportation, and supply chain management necessary for organizing events and supporting teams across regions.
In addition, not many Brazilian universities are involved in producing related essays and content, like books and term papers, that also analyze the sport’s impact on Brazilian society.
As evidenced by the way American football is structured in the US, these academic contributions would be essential for the understanding of the sport, and its development within the Brazilian market.
Three Challenges the Sport is Yet to Overcome
In this context, it becomes clear that, despite the increasing interest in American football, the sport still faces several challenges in Brazil. Here are the main obstacles that the sport is yet to overcome:
- Competition with soccer: Soccer remains the most popular sport in Brazil by a very large margin. That means American football must still compete for attention and resources before being able to capture a significant share of the sports market in the South American country.
- Lack of Infrastructure: Compared to soccer, American football requires more specialized infrastructure and equipment. Very few local teams own stadiums, and even what is now considered the biggest American football event ever held in the country, was actually played in an improvised soccer field.
- Cultural Barriers: American football is still new to Brazilian audiences, who are still not familiar with the sport’s rules and strategies. Overcoming these cultural barriers is a matter of time and effort from both sports organizations, media outlets and educational institutions.
The Future of American Football in Brazil
Despite the challenges mentioned above, the road ahead for American football in Brazil looks very promising. Though further development will be required, as well as ongoing support, investment, and academic contribution, the audiences appear to already be invested in the sport.
So here are some other key areas to keep an eye in the future:
- The discovery of young talent: Investing in youth is a must for any sport that aims to grow. So, this is one of the most crucial factors when it comes to nurturing the future of American football in Brazil, as it can help to build a strong talent base and encourage young players to pursue the sport as a serious career path.
- Partnerships and sponsorships: Investment in terms of partnerships and sponsorships is also crucial when it comes to sport’s development. That means local businesses will have to play a role in financing local teams, so the sport can be developed and promoted in the country.
- More media exposure: Today, the NFL is broadcasted not only on paid cable and streaming services, but also on open television and YouTube, by RedeTV and CazéTV respectively. This continued media coverage of NFL games and American football events will help maintain interest and attract new fans.
- Audience engagement: In an exclusive interview with ESPN, NFL Commissioner Roger Goodell revealed that the NFL wants to bring more games to Brazil in the future. Engaging with local communities through events is key to raise awareness and generate public interest in American football.
Conclusion
While soccer remains Brazil’s greatest passion when it comes to sports, American football is steadily gaining space. With the support of local leagues, media outlets, and the NFL as an organization itself, the sport has the potential to establish a significant presence in Brazilian sports culture.
The future of the sport in the South American country will also depend on continued investment in education. As American football continues to grow, not only in Brazil, but all over the world, local educational institutions can help funding not only the practice of the sport itself, but the study and analysis of the sport.