Thematic bar, immersive display and more: NFL actions in São Paulo

The duel between the Los Angeles Chargers and the Kansas City Chiefs, in the NFL São Paulo Game 2025, which takes place this Friday, the 5th, in São Paulo, at the Neo Químia Arena, will be the theme for a series of activations. One of the main events will be the Chiefs House, hosted by Effect Sport, the NFL's official agency in Brazil. On the 4th and 5th of this month, a house in the Alto de Pinheiros neighborhood of the capital will become the home for the Chiefs and their fans.

The two-story space with 500 square meters for events and over a thousand square meters of built area will feature an immersive exhibition about the team's history, designed to welcome all types of fans, from the curious visitors who come for the first time to long-time supporters. There will be five immersive and sensory moments.

The Los Angeles Chargers fans, on the other hand, will have two options for watching the team. The bars Ômadá and Posto 6, both in Vila Madalena, also in São Paulo, will be 100% customized with the team's identity on both the eve and the day of the game.

Still in São Paulo, the NFL will unveil three new thematic murals, which will be completed this Monday, the 1st. They are signed, respectively, by the artists Kobra, Crica Monteiro, and Leandro Nascimento. The production is by Dionisio.Ag. As a result, the city will have a total of five buildings featuring interventions from the American football league. Effect Sport is also conducting an OOH media and social media campaign to promote the NFL Shop, which will have a temporary store in Shopping Morumbi.

Activities in Rio de Janeiro

In Rio de Janeiro, a free Watch Party will be held at the Armazém da Utopia. In addition to the live broadcast of the game, the event will feature interactive activities, challenges and photo opportunities; attractions and presentations of Carioca culture; typical American game day food and drinks; and giveaways and exclusive products, such as tickets for future games, prizes, and NFL official merchandise. The production is by TM1.

Still in the capital of the state, fans will have access to a New England Patriots activation on the 2nd and 3rd. The franchise and Effect Sport will set up an official field goal at Praia da Barra da Tijuca (near Praça do Ó). Effect Sport is also managing the game operations involving direct athlete and coaching staff support (changing room and on-field assistance during the game).

Additionally, the agency has commercialized and will produce the Touchdown Lounge for the second time. This year, the space has naming rights negotiated with BRF, which will activate the Perdigão brand, and will be closed to 350 guests. Stanley and Oakberry will also conduct activations in the lounge.