NFL in São Paulo: Chargers and Chiefs stir the city with practices and events, gearing up for a spectacle at Arena Corinthians

The National Football League (NFL) returns to Brazil for its second official game in São Paulo, set for September 5, 2025, at Neo Química Arena. Los Angeles Chargers and Kansas City Chiefs, two football giants, will face off in the opening round of the 2025/26 regular season. Leading up to the game, the teams hold open practices and press conferences, while São Paulo becomes a hub for cultural and sports activations. From flag football tournaments to photo exhibitions, the city embraces NFL fever from August 31 to September 14. The game, expected to attract 47,000 fans, is projected to generate R$330 million in economic impact, solidifying Brazil as a key international market for the league.

The buildup to the game captivates fans and newcomers. The Chargers are scheduled to arrive on the night of September 2, followed by the Chiefs on September 3. Practices and press conferences take place at venues like CT Joaquim Grava and São Paulo Athletic Club, bringing fans closer to the sport’s stars. The NFL also organizes public events, such as the National NFL Flag Brazil Tournament and the NFL Brasil: A Gente Também Joga exhibition, highlighting Brazil’s growing passion for American football.

• Key attractions before the game:
• Chargers’ practice at CT Joaquim Grava on September 3, with a press conference by Jim Harbaugh and Justin Herbert.
• Chiefs’ practice at São Paulo Athletic Club on September 4, followed by a press conference with Andy Reid and Patrick Mahomes.
• National NFL Flag Brazil sub-15 women’s tournament at CERET on August 31.
• Photo exhibition at Espaço Alto from September 5 to 14, featuring Luisa Dörr’s work.

Intense preparations for the matchup

The Los Angeles Chargers, the home team, arrive in São Paulo on the night of September 2, led by coach Jim Harbaugh and quarterback Justin Herbert. Their practice, set for the late afternoon of September 3 at CT Joaquim Grava, will focus on tactical adjustments. After the session, players will meet the press, offering Brazilian fans a glimpse into the NFL’s inner workings. The choice of Corinthians’ training center underscores the strategic partnership between the league and the club, which hosted the NFL’s first Brazil game in 2024.

The Kansas City Chiefs, led by quarterback Patrick Mahomes, arrive on September 3. On the morning of September 4, the team practices at the São Paulo Athletic Club, a historic venue gaining prominence with the NFL’s presence. Before the session, coach Andy Reid and Mahomes hold a press conference, sharing insights into their strategy against the Chargers. The Chiefs, known for their recent dominance, generate significant excitement among fans.

The logistics differ from the 2024 game between the Philadelphia Eagles and Green Bay Packers. Last year, both teams practiced on the eve of the game, with the Eagles at Neo Química Arena and the Packers at CT Joaquim Grava. For 2025, the NFL opted for earlier activities to enhance fan and media engagement.

Cultural and sports activations in the city

The NFL’s presence extends beyond the game at Neo Química Arena. From August 31 to September 14, São Paulo hosts a vibrant program blending sports, art, and entertainment. On August 31, the Clube Recreativo CERET in Tatuapé hosts the National NFL Flag Brazil sub-15 women’s tournament. Twelve teams from across Brazil compete in knockout matches, with semifinals starting at 2 p.m. and the awards ceremony at 4 p.m. The event highlights the rise of flag football, set to debut at the 2028 Los Angeles Olympics.

On the same day, the Shopping Cidade opens the Giant NFL Football Installation, a thematic setup with interactive displays available all week. This initiative engages families and fans, offering immersive experiences tied to NFL culture as part of the league’s strategy to reach younger audiences.

• Public events:
• National NFL Flag Brazil Tournament on August 31 at CERET.
• Giant NFL Football Installation at Shopping Cidade from August 31 to September 7.
• Flag football activations with Chargers (9/3) and Chiefs (9/4) at CERET.
• NFL Run, a 5K race and 2K recreational walk, on September 7.

Art and culture at the heart of the experience

The NFL embraces local culture with three street art murals unveiled in São Paulo starting September 1. Eduardo Kobra, renowned for vibrant works, presents a mural in Itaim Bibi. Crica Monteiro showcases her art in Vila Mariana, and Leonardo Santos displays his in Consolação. These murals celebrate the fusion of American football and Brazilian identity, drawing attention from locals and tourists.

From September 5 to 14, Espaço Alto hosts the NFL Brasil: A Gente Também Joga photo exhibition, featuring Luisa Dörr’s photography. The display captures the essence of American football in Brazil, spotlighting amateur players, fans, and the sport’s growing popularity. The images emphasize inclusion and passion, key to the NFL’s strategy in Brazil.

On the night of September 3, the São Paulo City Hall façade at Viaduto do Chá features NFL-themed projections, transforming an iconic landmark into a symbol of the sport’s arrival and creating a visual spectacle for residents.

Economic impact and fan engagement

The Chargers-Chiefs game is projected to generate R$330 million for São Paulo’s economy, according to SPTuris estimates. The 2024 Eagles-Packers game brought in US$60 million and drew 47,000 fans, with tickets selling out quickly. For 2025, expectations are higher, with 52% of attendees coming from outside São Paulo, including international tourists.

Ticket sales began in June, starting at R$740 via Ticketmaster. A pre-sale for XP cardholders ran from June 9 to 11, with general sales starting June 12. Most sections are already sold out, reflecting the enthusiasm of Brazilian fans, who form the NFL’s second-largest international fanbase after Mexico.

• Game impact figures:
• Expected economic impact: R$330 million.
• Estimated attendance: 47,000 at Neo Química Arena.
• 52% of tickets purchased by out-of-town visitors.
• 41 million declared American football fans in Brazil.

Musical performances and broadcasts

The game’s opening ceremony features prominent acts. Ana Castela, a sertanejo music star, will perform the Brazilian National Anthem, while saxophonist Kamasi Washington plays the U.S. anthem. At halftime, Colombian pop star Karol G delivers an electrifying performance, bringing the energy of NFL halftime shows. The game will be streamed free on YouTube, starting at 8 p.m. with kickoff at 9 p.m., ensuring accessibility to millions.

The NFL’s partnership with Globo ensures extensive coverage, with sportv broadcasting three games per round, including the São Paulo matchup. The network also covers pre-season games, playoffs, and Super Bowl LX on February 8, 2026, reinforcing the league’s commitment to Brazil.

Growth of American football in Brazil

American football is booming in Brazil, with 41 million declared fans, a 310% increase over the past decade, according to Ibope Repucom. The NFL views Brazil as a strategic market, with initiatives like NFL Flag impacting 4,550 young athletes since 2023. Flag football’s inclusion in the 2028 Olympics is expected to further drive interest.

São Paulo’s robust infrastructure and event-hosting expertise make it an ideal host. Neo Química Arena, upgraded with a new field for the NFL, symbolizes this partnership. The city aims to make the NFL game an annual event, positioning São Paulo as the hub of American football in Latin America.