The NFL is aggressively building its international footprint, adding São Paulo, Brazil as its first game in South America—a key move in its global expansion plan. Commissioner Roger Goodell framed the initiative as more than just business—it’s about leveraging sports as soft power to make American culture more accessible and relatable globally. The NFL officially approved the 2024 São Paulo game at Arena Corinthians during its owners’ meeting in late 2023. Brazil ranks 2nd globally by NFL fan count—fastest growth outside the U.S.

To create a brand guideline that represents the people of São Paulo but also represents the NFL correctly. It is a fusion of culture and sports through branding. The branding is used for broadcast, social, experiential, way finding, OOH, interior and exterior stadium graphics and more.

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The game between the Philadelphia Eagles and Green Bay Packers was played at Neo Química Arena (Arena Corinthians) and drew 47,236 attendees, nearly filling the 50,000-seat venue.