Following The Sports Consultancy’s management of the selection process that led to São Paulo, Brazil, being appointed as host, the NFL played their first Regular Season Game in South America last month.
In front of a packed house of over 47,000 fans, the Philadelphia Eagles edged out the Green Bay Packers by a score of 34-29. Another 25,000 fans were drawn to the NFL Fan Experience in Villa-Lobos Park.
TSC delivered an impact assessment of the Game and wider activity across the city. Visiting fans from markets around the world, along with spending from the NFL, teams, sponsors and media, helped to generate a total economic impact for São Paulo of $61.9 million.
In addition to this boost to the local economy and the jobs supported, the free family-focused fan zone enabled residents to experience the NFL. Other initiatives, such as the first-ever NFL Run helping to improve activity levels and health outcomes, and kids’ events featuring players from both teams, helped to make sure the Game benefitted the whole community.
14.2 million people watched the Game on Peacock in the US, alongside significant engagement on social media, helping to cement São Paulo’s reputation as an international sports destination.
To find out more about TSC’s involvement in the delivery of this event, or if you are looking to take your assets to international destinations, please contact Tom Rofe on tom.rofe@thesportsconsultancy.com
