The NFL’s divisional round action takes place this weekend, with the Houston Texans at the Baltimore Ravens and the Green Bay Packers at the San Francisco 49ers (both Saturday, Jan. 20) and then on Sunday, Jan. 21, the Tampa Bay Buccaneers at the Detroit Lions and the Kansas City Chiefs at the Buffalo Bills.
One winner who’s certain – Gustavo Pires, president of São Paulo Turismo (Spturis), the largest public events company in Brazil and one of the top five event companies globally – a driving force in bringing the National Football League (NFL) to Brazil this fall.
When the NFL owners met in Dallas in December, they announced that São Paulo would host a game, specifically at Corinthians Stadium in Itaquera the first week in September or the second week in November. (The exact date and the teams are still to be determined.)
Attending the announcement, which marked the fifth continent that the NFL will visit, were São Paulo Mayor Ricardo Nunes and Pires himself.
“The introduction of the NFL in Brazil was more than a sports move,” Pires said in a statement. “It was a visionary strategy to elevate Brazil to the global entertainment stage. I sought not only the sports spectacle but also the cultural and economic impact that this bold step could bring.”
São Paulo’s inclusion in the “NFL International Series” was also a strategic part of the brand’s global expansion. According to the league, Brazil has a significant fan base, with 38.3 million people declaring their passion for the sport, trailing only Mexico, with 39.6 million fans. The expectation is that the event will generate approximately $60 million in São Paulo.
As the president of São Paulo Turismo, Pires is at the forefront of producing, promoting and licensing more than 2,500 events annually. Besides bringing the NFL to Brazil, he played a crucial role in introducing Formula E to the country, showcasing his commitment to diversifying the entertainment portfolio. Under his leadership, São Paulo has become a venue for international events, including Formula 1, The Town, Primavera Sound and Lollapalooza.
For more, visit nfl.com and spturis.com.
