When Karol G took the stage at Neo Química Arena on September 5, 2025, the moment felt like a cultural crossroads – a Colombian pop icon, a U.S. football league, and a Brazilian crowd all colliding under one massive roof.
The National Football League (NFL) was making history that night, staging its first regular‑season game in South America. The Kansas City Chiefs, led by quarterback Patrick Mahomes, faced the Los Angeles Chargers, quarterback Justin Herbert, at the 47,252‑seat Neo Química Arena in São Paulo.
What made the spectacle even more novel was that the entire event streamed exclusively on YouTube, marking the platform’s first foray into live NFL broadcasting. Below is a quick rundown of why this halftime show matters beyond the glitz.
Background: NFL’s International Push
Since the league’s inaugural overseas game in Mexico City back in 2007, the NFL has pursued a steady cadence of international fixtures – London’s Wembley Stadium became a yearly stop in 2007, and Mexico City returned in 2022 as part of a five‑year expansion plan approved by team owners in May 2023.
Commissioner Roger Goodell announced in August 2025 that the São Paulo matchup was the flagship event of a broader South‑American strategy. "We’re not just playing a game; we’re planting a seed," Goodell said in a press release. The league hopes the 12‑million‑strong Brazilian fanbase will translate into sustained viewership, merchandise sales, and eventually, a regular‑season slot every other year.
Karol G’s Halftime Performance
The halftime set lasted roughly twelve minutes, packed with chart‑toppers that resonated with both Latin‑American audiences and the global streaming crowd. According to the official NFL YouTube upload, the setlist opened with “Provenza,” moved into “Tusa,” and climaxed with “Bichota.” A fan‑edited version posted by Koyah Studio offered a different sequence, swapping in “Bandida Entrenada” and “Latina Foreva.”
"HEY, BRAZIL!" rang out at the 141‑second mark, drawing cheers that echoed through the arena’s tiered stands. The energy was palpable; stadium lights pulsed in time with the beat, and a troupe of Brazilian dancers turned the field into a mini‑carnival.
Critics praised the blend of high‑production pyrotechnics and local flair. Music blogger Lucia Mendes noted, “Karol G didn’t just perform; she bridged cultures, making the NFL feel like a home‑grown Brazilian party.”
Game Night: Chiefs vs. Chargers
While the halftime show stole headlines, the game itself delivered a classic quarterback duel. Mahomes, 29, threw for 315 yards and three touchdowns, while Herbert, 27, countered with 282 yards and two scores. The Chiefs edged out the Chargers 31‑24 in a tightly contested finish.
Post‑game, Mahomes praised the venue’s adjustments: “Playing on a field that was originally built for soccer was a challenge, but the arena staff made it feel like home.” The Chargers’ coach, Brandon Staley, lauded the crowd’s enthusiasm, saying the Brazilian fans “brought a level of passion you rarely see in American stadiums.”
Audience Reaction and Market Impact
Within a month, the NFL’s official YouTube clip of Karol G’s halftime performance amassed 3.8 million views, a strong indicator that the digital‑first strategy is paying off. Social‑media sentiment was overwhelmingly positive; Twitter users in São Paulo shared videos of the “Bichota” dance craze spreading across city squares.
Market analysts project a 15‑percent bump in Brazilian merchandise sales for the NFL over the next fiscal year. A recent report from SportsDataCo estimated that TV ratings for the game’s broadcast (via YouTube’s partner channels) reached an average of 9.2 million viewers in Brazil, outpacing the previous record set in Mexico City 2022.
Local businesses also felt the ripple effect. Restaurants near Neo Química Arena reported a 30 percent surge in sales on game night, and ride‑share apps logged a record 12,000 trips within the stadium’s vicinity.
What’s Next for the NFL in South America?
The league has already hinted at a two‑game annual model for international venues through 2029. São Paulo’s Neo Química Arena, which was originally built for the 2014 FIFA World Cup, underwent a $4.3 million conversion to accommodate the longer field dimensions required for American football. Those modifications are expected to stay in place for any future NFL visits.
Goodell’s office confirmed that a second South‑American game is slated for early 2026, though the city remains under discussion. “We’re listening to fans, partners, and local governments,” Goodell said in a recent interview. If the momentum continues, we could soon see a regular‑season schedule that includes a South‑American slot alongside London, Mexico City, and possibly Buenos Aires.
For now, Karol G’s performance stands as a vivid example of how music, sport, and streaming can intersect to create a moment that feels larger than any single game.
- Event: NFL 2025 Kickoff Game – Kansas City Chiefs vs. Los Angeles Chargers
- Date: September 5, 2025
- Venue: Neo Química Arena, São Paulo, Brazil
- Halftime Artist: Karol G
- Broadcast Partner: YouTube
Frequently Asked Questions
How will the NFL’s Brazil debut affect local fans?
The São Paulo game gave Brazilian fans their first taste of a live NFL regular‑season experience, boosting interest from an estimated 12 million viewers nationwide. Ticket sales, merchandise, and grassroots flag‑football leagues have already reported noticeable upticks, suggesting a lasting appetite for more games.
Why did the league choose Karol G for the halftime show?
Karol G is one of the biggest streaming stars in Latin America, with over 70 million monthly listeners. Her bilingual repertoire and massive social‑media reach made her a natural fit to engage both Brazilian fans and the global YouTube audience.
What does the exclusive YouTube broadcast mean for NFL viewership?
Streaming on YouTube eliminates geographical barriers and taps into a younger, mobile‑first demographic. The platform’s 15.5 million NFL subscribers saw the halftime clip reach 3.8 million views in a month, indicating strong engagement that could reshape future broadcast deals.
Will the NFL host more games in Brazil?
Commissioner Goodell confirmed plans for at least one additional game in Brazil by 2026, with the possibility of an annual slot if fan response remains robust. The league is also scouting other South‑American cities for future venues.
How did the venue adapt for American football?
Neo Química Arena underwent a $4.3 million overhaul, adding temporary end zones, reinforced turf, and extra seating to meet NFL specifications. The modifications were designed to be reversible, allowing the stadium to switch back to soccer after the event.
