The National Football League (NFL), American football’s elite competition, has announced a strategic content partnership with Brazilian TV network Globo.
The tie-up aims to expand the NFL’s reach and popularity in the South American country by having Globo distribute NFL content across its Globo sports (GE) platforms.
The GE.globo site and GE app will host NFL game highlights throughout the season and NFL ancillary content throughout the year to grow interest in the game ahead of the country’s first-ever NFL game hosting.
The platform will house a dedicated NFL page hosting content from the global NFL.com site, as well as co-created content aimed at engaging the Brazilian audience in particular. Globo registers around 34 million active users per month.
Terence Ihm, director of international business development at the NFL, said that Brazil is a key strategic market for the league, stating: “Partnering with the largest media group in the country is significant and accelerates our goal to bring fans closer to the NFL around the world.”
Globo’s head of sports digital products Carina Guedes added: “This strategic partnership reflects our vision of creating innovative business models to help leagues and sports IP owners connect with their fanbases in more meaningful and impactful ways.”
The importance of Brazil as a global market for the NFL has become more prominent since the announcement that it will host an NFL international series regular season game in the 2024 season.
The fixture, which will take place in Sao Paulo, at the Corinthians Arena, will be the NFL’s first to take place in South America.
The NFL has said Brazil contains its second-largest international fanbase (behind only Mexico), claiming over 38 million fans in the country.
The league is broadcast in Brazil by RedeTV and ESPN.
Through the NFL’s global markets program, the Miami Dolphins have exclusive franchise marketing rights in Brazil, making it the most likely team to appear in the 2024 fixture.