Sao Paulo – Excitement in the Air
“Wow, I really missed this!”
Young Chiefs fans are eagerly awaiting their stop at Itakera Station on a bustling subway in Sao Paulo, Brazil. This is the final destination on line 3, where countless fans are disembarking to attend the Kansas City Chiefs NFL game against the Los Angeles Chargers at Neo Quimica Arena.
Interestingly, half of the train’s passengers are just everyday workers who, on a monthly salary, can’t afford tickets to the game. “Anyone who thinks two solid objects can’t occupy the same space at once has never ridden this line,” remarks another rider with a chuckle.
The train has transformed into a vibrant sea of jerseys. It’s quite a shift, considering that black and white jerseys from fans of the Corinthian football team usually dominate the scene at least once a week. So far this year, nearly a million people have passed through here, but tonight, it’s all about the oval ball.
Whether fans are cheering for the Chiefs or the Chargers, Brazilian enthusiasts have invested heavily in this second NFL game in their country.
Outside the stadium, moments before kickoff, playful photo setups featuring enormous helmets and touchdown catches entertain the crowd, with helicopters buzzing above. “Taylor Swift must be landing now,” quips a fan as the helicopters keep coming.
In the post-Brady era, Patrick Mahomes has become the reigning star. His name is emblazoned on most of the jerseys in the crowd, while Travis Kelce holds a distant second place. For some casual attendees, he’s mainly recognized as Swift’s fiancé. There’s nothing wrong with that. Brady was often seen through the lens of his celebrity partner in Brazil, and perhaps Swift will share that spotlight while in Sao Paulo.
A lively group of musicians kicks things off with samba, while Green Day’s Tree joins in to keep the atmosphere vibrant. As the national anthem plays, the “Brave House” is transformed into the “Home of the Chiefs” – even here in Brazil, where their warm reception is palpable on this cool night.
Most fans in Sao Paulo are firmly in the Chiefs’ camp. The Chargers face a barrage of boos, but if they score, there’s still some cheers. After all, when will they get to see a touchdown in South America, even if it’s against the team they love? Notably, Sao Paulo doesn’t enforce strict alcohol policies for NFL games, unlike the football matches held in the same venue, allowing nearly 50,000 fans to enjoy themselves freely.
Eventually, Chargers fans had their moment to shine, with a strong start that saw them pull ahead during the first half, despite a shaky first quarter from Mahomes and the Chiefs. They ultimately secured a 27-21 victory, putting a smile on their fans’ faces.
On the business front, the NFL’s venture into Brazil has proven fruitful already. Despite rising ticket prices, they sold out within hours, a significant jump compared to last year’s games, with some areas of the stadium seeing a 35% increase.
Though the NFL hasn’t shared attendance figures for 2024 and 2025 games in Brazil, it’s safe to assume that interest rivaled that of Brazil’s World Cup qualifying matches the night before in Rio de Janeiro.
The stadium may not be as large as Maracanã, but NFL tickets—particularly the cheapest ones—actually cost more than the top soccer game tickets. In certain sections of Neo Quimica Arena, NFL prices soared to eleven times those of soccer, essentially allowing the NFL to triple or quadruple profits in Brazil.
Media attention was immense, with over 280 reporters covering the NFL game. In comparison, when Brazil’s soccer team secured a 3-0 victory, 513 journalists reported on it, as the sport remains a major passion in the country. Yet, NFL viewership is steadily climbing every year.
In 2024, a match between the Green Bay Packers and the Philadelphia Eagles set an attendance record of 47,236, indicating a positive economic impact on Sao Paulo of about $61.9 million. NFL International’s head, Gerrit Meier, expressed to local outlets that the NFL is committed to Brazil, noting that the Brazilian games have evolved into a “mini Super Bowl” in terms of production.
Just before kickoff, fans unfurled a massive TIFO behind the Chiefs’ bench, boldly declaring “this is now soccer country.”
And they might be right—even if just for a night.
