NFL conquers Brazil

DATA FOR DECISIONS

MAY 06 2022

NFL CONQUERS BRAZIL

BITES REPORT SHOWS THAT THE COUNTRY IS THE FOURTH IN GOOGLE SEARCHES ABOU T THE AMERICAN LEAGUE IN THE WORLD, AND TOM BRADY IS THE FAVORITE QUARTERBACK.

São Paulo – In the country of soccer and king Pele, the NFL is gaining the attention of Brazilian fans. According to the report “NFL conquers Brazil”, produced by BITES Consulting (www.bites.com.br), in the last 12 months, Brazil was the fourth country that most looked football up on Google.

In Brazil, the quarterback Tom Brady – the main reference of the sport in the world and married to the brazilian model Gisele Bündchen – already arouses more interest on Google than his wife. This did not happen when Brady was known as “Giselo”, a male reference to his wife’s name.

In the information rush about the championship and the football league teams, Brazil lagged behind the United States, Canada and Mexico.

Furthermore, Brazil have ranked in eighth place on traffic origin to the official league website for the same period.

In the last 12 months, NFL fans with social media profiles in portuguese have shared 218,000 posts on Facebook, Twitter, and Instagram about last season’s NFL quarterbacks.

The sport’s typical expressions such as touchdown, quarterback, end zone, field goal and tackle are already a part of Brazilian fans’ vocabulary.

Local influencers such as the singer Anitta and the streamer Casimiro - who became the influencer with most subs on Twitch in the world - helped reverberate the NFL on social media last season.

Brady in mentioned in over 30% of them. With his imminent retirement, the data reveal that Gisele’s husband’s potential replacement as the league prime name for Brazilians may be Patrick Mahomes, f rom the Chiefs.

Lifestyle – “Engagement with the NFL among Brazilians is closer to a lifestyle than to the experience of actually playing the sport. Unlike soccer, which can be played anywhere, at

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BITES REPORT

Highlights

Google

NFL.com

Men

Brand

Brazil is the fourth country that most look NFL up on Google, considering data of the last 12 months. It is behind the United States, Mexico and Canada, and tied with the United Kingdom.

Another sign of national interest in the competition: Brazil is the eighth country that most accesses the NFL’s English website, behind the USA, Canada, the United Kingdom, Germany, Mexico, Australia and Denmark.

Throughout the 2021-22 season, 75.6% of internet users who posted on Twitter in Brazil about the sport were men.

In the period, 83.4% of the posts about football directly mentioned the NFL brand or some of the league’s 32 franchises.

Brady

Followers

Influencers

Tom Brady is the main exponent of the sport in Brazil, being the athlete who has generated the most public interest in the last 5 years. His name is followed by Patrick Mahomes’.

The NFL’s profiles in Brazil have 724,000 followers on Facebook, Twitter and Instagram.

Singer Anitta and streamer Casimiro were two of the main influencers on the LVI Super Bowl in Brazil.

DATA FOR DECISIONS

MAY 06 2022

NFL CONQUERS BRAZIL time and even by two people, football requires greater logistics”, says the BITES. “NFL fans in the country are uppermiddle class and wealthy people, with access to pay TV services and specialized websites.”

In addition to the sport’s obvious growth potential which represents a business opportunity - it is important to highlight that 24.4% of the tweets published in Brazil in the last 12 months about the NFL came f rom women’s profiles.

History – The NFL has been broadcasted on Brazilian television since the late 1980s and, since the mid-2000s, it is one of ESPN Brasil’s main products.

“The diversification of channels broadcasting the games, especially YouTube and Twitch, in addition to the f ree TV – as already happens with the NBA – would help to widespread the League in the country, also increasing the engagement of

ABOU T 25% OF THE TWITTER POSTS ABOU T THE NFL IN THE LAST 12 MONTHS WERE PUBLISHED BY PROFILES OF WOMEN FANS OF THE SPORT

internet users and digital influencers on social networks.

Other measures, such as the creation and management of the League’s f ranchises official profiles in Portuguese on social networks, direct collaborations with specialized and nonspecialized Brazilian digital influencers, the increase in the offer of official NFL products in the country, and new Brazilian athletes joining in the League also demonstrate potential to popularize interest in the sport in Brazil, “ concludes the BITES.

For more information

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