Bidding 'Strong' For NFL Opener In Brazil

With the NFL Draft nearing, the league is negotiating a high-value media rights deal for a standalone game, likely the Week 1 international matchup in São Paulo, Brazil, on Friday, September 5, 2025.

Industry sources describe bidding as robust, with the Sports Business Journal reporting the game will feature the Los Angeles Chargers against an unconfirmed opponent, with the Kansas City Chiefs, three-time defending AFC champions, as a strong contender. The Chiefs’ involvement would boost the game’s appeal, attracting significant interest from broadcasters and streamers.

YouTube TV, Warner Bros. Discovery (WBD), and Amazon are among the bidders, with YouTube TV seen as a frontrunner. YouTube, which has held the NFL’s “Sunday Ticket” since 2023, would need to produce the broadcast independently, a shift from retransmitting CBS/Fox feeds, requiring new talent and production infrastructure. WBD, absent from NFL rights since TNT’s 1990–1997 package, faces similar challenges in building a broadcast operation. Amazon, already streaming “Thursday Night Football,” is also in contention. The NFL and bidders declined to comment.

The Brazil game, exclusively streamed on Peacock in 2024 with 14.7 million viewers, is a proven draw, ranking as Peacock’s second-largest streaming event. While Peacock’s NFL deal guarantees an exclusive game annually, it may not include Brazil in 2025, opening opportunities for others. The matchup, still under development in the NFL’s 2025 schedule, is pivotal, as Brazil’s remote location poses logistical challenges. Last year’s Eagles-Packers game highlighted the NFL’s strategy of using marquee teams for international matchups.

The Chargers, the designated home team, can protect two home games from being played abroad to preserve local revenue. They opted not to protect divisional games, prioritizing non-divisional matchups like the Chiefs, Steelers, Eagles, or Commanders, making a Chiefs-Chargers Brazil game feasible.
Bidding urgency is heightened by upcoming events: YouTube and WBD upfronts on May 14, Amazon’s on May 12, and the NFL schedule release between May 13–15. Bidders must balance the game’s prestige and global viewership against production costs and Brazil’s operational demands.