Zona de Azar Brazil – Brazil: 35% of the Population Are American Football Fans

Brazil.- September 6, 2024 www.zonadeazar.com This Friday, the National Football League (NFL) will play its first game in South America.

Naturally, the market surrounding the oval ball is booming in Brazil. In this regard, new data released by Ibope Repucom illustrates the growing interest in the sport.

According to Sponsorlink, a survey conducted by the company on habits, profiles, attitudes, media consumption, and sports fans’ behavior, American football is at its peak in Brazil.

Currently, 35% of the Brazilian population declares themselves fans of the sport, either interested or very interested, which corresponds to 41 million connected Brazilians. This represents a 310% increase in the number of individuals between 2014 and 2024. In other words, 31 million new fans have emerged during this period.

“The sport has attracted an increasingly diverse fan base, with more balanced gender participation and significant representation from higher-income groups. The sport has already transcended niches and become a topic of interest shared by various groups. Understanding the behaviors of this audience is crucial to turning opportunities into results,” said Gabriella Giamundo, development manager at IBOPE REPUCOM.

The trend among this audience is to seek specialized channels, with a 20% higher consumption of pay-TV than the average connected population. Among pay-TV viewers, access to sports channels is 10% higher among American football fans.

Around one-third of declared fans seek American football news at least twice a week. Among physical activities, football (soccer) and bodybuilding are the most practiced by this audience.

The Ibope Repucom study also identified a strong connection between American football fans and video games: two-thirds of this audience frequently adopt them as a leisure activity.

In the digital sphere, the NFL has nearly 3 million followers across TikTok, Instagram, YouTube, and X. Of all the teams, only two have a profile in Portuguese: New England Patriots (Instagram and TikTok) and Miami Dolphins (Instagram and X).

Edited by: @_fonta www.zonadeazar.com