NFL teams, Chiefs and Chargers, invest in bars for fans who will watch the game on TV.

The second official game of the National Football League (NFL) in Brazil, this Friday (5), at the Neo Química Arena, in São Paulo, is becoming more than just a sports duel. The event featuring the Kansas City Chiefs and the Los Angeles Chargers also consolidates the presence of the main American football league in the Brazilian market, which already boasts 36 million potential fans, according to a survey by Ibope Repucom. The public attracts sponsors and encourages the teams themselves to create experiences for Brazilian fans.

The Kansas City Chiefs, three-time NFL champions in the last six years, set up the Chiefs House, a free activation at GT House, in Alto de Pinheiros, which recreates the atmosphere of Geha Field at Arrowhead Stadium, the team's official stadium. From yesterday (4) to today (5), the space offers Kansas City-style barbecue, a 360° booth for videos, themed drinks, an official store with licensed products, as well as the presence of cheerleaders, the mascot KC Wolf, and performances by the Brazilian duo DEEKAPZ.

The project was developed and executed by the agency Effect Sport, the NFL's official partner in Brazil. Even with free entry, fans needed to collect tickets in advance; so far, more than four thousand have already been distributed. The team is also selling products at the house such as shirts, caps, and commemorative items in partnership with Sport América.

According to Lara Krug, executive vice president and media and marketing director of the Chiefs, since the team does not have operational rights in Brazil, these two days represent a strategic opportunity to get closer to Brazilian fans. “Taking advantage of this moment the right way is extremely important.{