The house where the Chiefs Kingdom gained a Paulista accent
During two days of celebration, more than 1,600 fans from 22 Brazilian states gathered to experience something unprecedented in the largest city in Latin America.
The Chiefs House São Paulo was the meeting point between American football and Brazilian culture, a space that brought together sports, music, gastronomy, and emotion around one of the most iconic franchises in the NFL.
Watch the full journey of Chiefs House São Paulo
A journey through the heart of the kingdom
It all started with a competition: we needed to develop the creative concept, identity, production, and communication for Chiefs House, an initiative that would begin in Brazil, but would be executed worldwide. The challenge was to create a concept that translated what it means to be part of the Red Kingdom, but in a way that only Brazil could feel. It was more than an activation; it was the chance to build a cultural gateway to one of the most iconic franchises in the NFL.
This is how the concept “A Journey Through the Heart of the Kingdom” was born, a sensory and emotional journey designed to welcome all types of fans, from the curious who is watching American football for the first time to the passionate fan who already carries the Kansas City Chiefs in their heart.
From creation to execution, every detail was designed to tell this story: an experience divided into five immersive chapters that led the audience from the vision of Lamar Hunt, founder of the franchise, to the deafening buzz of Arrowhead Stadium. The result was a space where sport, culture, and identity intersected, transforming the Chiefs House into a living manifesto of belonging.
The identity of a Kingdom that crosses borders
Since the creative competition, the Chiefs House has been designed not just as an event, but as a global brand concept, a model that can travel the world while maintaining the same soul.
We were responsible for creating the logo, the visual system, and the graphic language that are now the official reference of the project and are being replicated in the upcoming editions of the Chiefs House around the planet.
By adapting maps and cultural elements to the design of each location, the concept becomes truly global, ready to travel, bringing the essence of the Chiefs to new destinations.
Where sports met entertainment
The fans of the oval ball experienced it all: from the flavors of the tailgate to the excitement of the game. The event featured the best of Kansas City-style barbecue, with classic American options and drinks, creating the perfect atmosphere to celebrate the two-day experience.
The stage of the Chiefs House hosted big names in Brazilian music: Luísa Sonza, who returned to perform after singing the national anthem at the NFL São Paulo Game, and the duo Deekapz, who mixed funk, hip hop, and drum’n’bass in a vibrant performance.
Between one attraction and another, the audience connected with former player Mitch Morse, had fun with the mascot KC Wolf, and lived unique moments alongside the NFL Commissioner and the owner of the Chiefs, who took over the bar and served beer for free to the fans, a symbolic gesture that reinforced the spirit of community and celebration of the team.
When passion becomes global
The journey of the Chiefs House began even before the doors opened. In partnership with NFL Brazil, we produced a series of content that sparked expectation and curiosity in São Paulo, attracting public attention and inviting fans to become part of the Chiefs Kingdom.
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The game that brought together the Red Kingdom in São Paulo
The NFL São Paulo Game 2025 Watch Party was the highlight of the experience. Big screens, live music, a vibrant crowd, and interactive activations transformed the space into an extension of Arrowhead Stadium. Fans of all ages gathered to watch the exciting game against the LA Chargers, in an electric atmosphere that concluded the event in style.
A lasting legacy between Brazil and the Chiefs
In two days, the Chiefs House brought the Kansas City Chiefs closer to the Brazilian public. There were more than 20 hours of activations, R$ 102 thousand in official product sales, and a global resonance that elevated the brand's status in the country.
More than an event, the Chiefs House was a milestone of culture, belonging, and celebration. A bridge between Kansas City and São Paulo. Between the red of the fans and the Brazilian warmth. Between sport and emotion, because, that weekend, Brazil was also part of the Red Kingdom.
