Gustavo Pires Makes History Opening Doors for the NFL in Brazil




Gustavo Pires, the President of São Paulo Tourism, has made significant strides by forming partnerships that pave the way for the execution of an official NFL game on Brazilian soil. Here are some snap-in numbers:

  1. Brazil is set to make history as the first South American nation to host the National Football League (NFL).
  2. American football was the most-watched event in the U.S. in 2023, with 94 out of the top 100 TV broadcasts being NFL games.
  3. With a population of 214.3 million Brazilians, the country is poised to create the largest audience ever recorded for the NFL.
  4. The city of São Paulo aims to generate $60 million with the hosting of the game, establishing itself as the Fifth country outside the United States to host an official NFL game.
  5. The Neo Química Arena, as the event venue, will receive approximately R$3 million.
  6. In 2021, the NFL granted 26 International Marketing Area rights to 18 teams as part of its sports internationalization strategy.
  7. According to the NFL, Brazil is the second country outside the U.S. with the most people declaring themselves fans of the sport, totaling 38.3 million enthusiasts, second only to Mexico with 39.6 million.
  8. Brazil will be the fifth country to host a regular-season NFL game outside the United States, joining England, Mexico, Canada, and Germany. London already has three confirmed games for 2024, while Munich will host one.
  9. Sponsorship and media agreements remain 100% with the league, strengthening the partnership between the NFL and Brazil.


This groundbreaking initiative marks a pivotal moment for sports enthusiasts in Brazil and promises to bring the excitement of NFL action to a broader audience.

At 31 years old, Gustavo Pires is one of the leading figures in the events and tourism sector in São Paulo – SP. He is known as the youngest secretary in the history of the City of São Paulo, having started in the sector at the age of 25.


With extensive experience in public administration, he has served in various state and municipal government secretariats, including the Secretariats of Government, Energy, and Culture, and as the President of the Board of Directors of the Metropolitan Housing Company of São Paulo (COHAB-SP) and a member of the Board of Directors of SPParcerias.


Currently serving as the President of SPTuris (São Paulo Tourism S.A.), one of the top 5 event companies globally, Gustavo has the mission to lead one of the largest events and tourism companies in Brazil. The focus is on production, acquisition, and support for over 2500 events in the city of São Paulo – SP, impacting job creation and income generation while promoting and publicizing the city as a tourist destination.


“In 2022, Mayor Ricardo Nunes entrusted me with the responsibility of presiding over SPTuris, the city’s events and tourism company, working to promote the city as a tourist destination and, above all, impacting the economy by generating employment and income. It was a moment of great responsibility, and I am pleased to be able to bring significant impacts, both for the public and the city’s balance,” comments Gustavo Pires.


Furthermore, Gustavo Pires serves as the coordinator of the Inter-Secretarial Committee that evaluates and defines the Strategic Events Calendar for the city of São Paulo, playing a crucial role in the development of the events and tourism sector, acting as a link between the private and public sectors in organizing and promoting major events.


Under his leadership, SPTuris has brought major international events to São Paulo, such as the NFL (National Football League), Formula E, and Primavera Sound, in addition to licensing major events like Formula 1, The Town, São Paulo Carnival, New Year’s Eve on Avenida Paulista, and Lollapalooza, leaving a significant mark on the national and international events and entertainment scene.


According to data, under his supervision, the tourism sector has generated an average of 25% of jobs in the capital, with a positive balance of over 32 thousand jobs and an annual impact of 17 billion.


These numbers reflect the success of the policies implemented by Gustavo Pires. Job creation contributes not only to the economic growth of the state but also to the improvement of the quality of life for the population. Moreover, the annual impact of 17 billion demonstrates the potential of tourism as a significant revenue generator for the region.


With his dynamic and visionary approach, Gustavo Pires has been contributing significantly to the strengthening of tourism and the events industry in São Paulo. “I set daily goals and challenges to generate employment, income, and economic impact, in addition to the mission of positioning the city of São Paulo as a global reference for events and entertainment,” says the entrepreneur.


The NFL (National Football League) is a professional American football league in the United States, composed of 32 teams divided into two conferences, the National Conference (NFC) and the American Conference (AFC). Founded in 1920, the NFL is the premier American football league in the world, known for its exciting matches and the highly prominent sporting event, the Super Bowl, which is the championship final and one of the most-watched events on television.


The NFL has been gaining increasing visibility in Brazil, much of which is attributed to Gustavo Pires’ efforts to popularize the sport in the country. As the person responsible for bringing the NFL to Brazil, he has worked tirelessly to promote American football and create opportunities for Brazilians to engage with the sport.


Gustavo Pires is a key part of the NFL’s growth and has garnered an increasing number of fans in Brazil. Currently, the country has a passionate community for American football, and the league’s presence has strengthened with the hosting of regular-season games on Brazilian soil.


Pires’ role has been crucial for the growth, and his dedication has significantly contributed to popularizing the NFL in the country. With his commitment and passion for the sport, he has opened doors for more Brazilians to access the world of the most famous American football league.

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