SÃO PAULO – Leon Rodrigues made an unexpected discovery last week—a vivid slice of American culture right in South America’s largest city. While riding in a taxi down Viaduto Júlio de Mesquita Filho, a primary thoroughfare crossing east and west São Paulo, he instinctively looked out the window as they approached Jaceguai Street.

On the side of a downtown condominium, he spotted a mural of Green Bay Packers quarterback Jordan Love, holding a football with his fingers tightly grasping the laces. Above him was Philadelphia Eagles quarterback Jalen Hurts, who sported a white bandana. The NFL’s emblem was displayed in the top-left corner, with “São Paulo” written across it.

Rodrigues recognized both quarterbacks right away. His story reflects an increasing trend in Brazil, a country that’s passionate about soccer yet is slowly embracing American football. His brother, Diego, introduced him to the sport 14 years ago when Rodrigues was 22. The first NFL moment he remembers is “the BJ Raji touchdown dance in the end zone,” referring to the remarkable 2010 NFC championship game. “It was epic,” he recalls, sparking a lifelong love for the sport. He had briefly lived in New York City in 2012, where his wife suggested he support a local team, but he was already committed to the Packers.

He proudly considers himself a cheesehead since then.

Now, this devoted fan was amazed to see a massive mural in his city. “It’s just huge,” he exclaimed. “You can’t miss it.” Excitedly, Rodrigues rolled down his window, asked the taxi driver to slow down, and instinctively snapped a picture.

Rodrigues quickly shared the photo on social media, tagging a Packers fan account, which led to a fan blog posting about it. The image quickly gained traction globally, but Rodrigues never anticipated the impact it would have within the Packers community. The next day, he awoke to a surprise notification on his phone.

Jordan Love had followed him on X, formerly known as Twitter.

“I couldn’t believe it,” Rodrigues recalled. “This is one of the top five best moments of my life. I initially thought it must be a mistake. Why would he follow someone like me?”

‘The Packers are such a lovely story’

It’s no surprise that the NFL chose São Paulo for its significant event this week. The world has become smaller, with technology bridging the gap between fans and teams—distance means little when the highest-paid NFL player can connect with a city hall photographer 5,000 miles away.

The NFL identified a wealth of potential nine months ago when they announced their first game not only in South America, but specifically in Brazil. If the league is determined to expand its influence, it’s not a coincidence that São Paulo, a bustling city with a rich cultural landscape and a population of 21.6 million, was chosen. The city is notably home to the largest Japanese community outside Japan and attracts businesses from all over the globe. The NFL is merely the latest in a series of enterprises eager to tap into this thriving hub.

The Packers’ inclusion in this South American venture is well-founded. For 15 years, the NFL has tracked a rising interest in Brazil. As the smallest market in the league, the Packers have taken the lead; according to a recent NFL Brazil poll, they proudly hold the title of the nation’s favorite American football team with a fan base of 12.25%, surpassing the San Francisco 49ers who came in second.

The connection between the Packers and Brazil can be found in their shared values. Much like Brazilian soccer, which boasts over 7,000 clubs nationwide where teams are owned by the community, the Packers fit naturally into a society that values equality in sports.

All they needed was a catalyst to ignite the NFL’s popularity in Brazil.

The spark came in 2007 when Gisele Bündchen, the renowned supermodel from Rio Grande do Sul, began dating quarterback Tom Brady. This relationship introduced many Brazilians to American football, as the public’s curiosity followed Bündchen’s romance with the celebrated quarterback, similar to how Taylor Swift fans engaged with the NFL last season regarding Travis Kelce. Back in 2007, Brazilian fans new to the NFL were eager to support the New England Patriots, who were undergoing an impressive undefeated regular season and captivated audiences in Brazil.

Fans seeking a unique and unconventional sporting experience found it in the only franchise in North American sports that operates like a Brazilian soccer club.

“The Packers represent a wonderful narrative,” states Marcus Rovere, the director of a college in Porto Alegre. “They’re based in a small market and a small city. The team truly belongs to the local community, without any private owners. They play for the fans’ enjoyment. The supporters have filled Lambeau Field for as long as anyone can remember. This deep connection resonates with Brazilians, who feel like, ‘Hey, I’m part of this. It’s not just a business; I’m part of a community.’”

Rovere has been a loyal Packers fan in a nation where the enthusiasm for American football is still relatively new. During a Zoom call, he proudly wears a Packers jersey with his name on the back. His interest in the NFL sparked around the same time as Bündchen’s relationship with Brady began. He tuned in to watch the conference championship games at the end of the 2007 season. In the AFC, Brady’s Patriots advanced to the Super Bowl after defeating the San Diego Chargers. However, Rovere was more intrigued by the NFC championship clash.

He reflects on the frozen visage of Tom Coughlin and Brett Favre’s overtime interception, calling it “heartbreaking” — a metaphorical Greek tragedy on the football field. From then on, he became an ardent cheesehead. After the Packers triumphed in Super Bowl XLV in 2011, Rovere established the Packers Brasil Twitter account, creating a community for fans in his country. The NFL was no longer the only influence growing in Brazil.

The Packers now had their own unique fanbase.

‘Dude, that’s like magic’

No two game-day traditions are alike.

In Curitiba, a city with 1.7 million residents located about 250 miles southwest of São Paulo, Reinaldo Mota transforms each Packers game into a family celebration. “I love cooking,” he shares. With games starting at 2 p.m. local time on Sundays, Mota ensures to grab fresh avocados for his guacamole right before kickoff. He prepares nachos and fried chicken and dons his special Packers pajamas and a Jordan Love jersey, enjoying the game alongside his mother, wife, and children.

Conversely, Rafael Nunes, a doctor from São Paulo, prefers to watch games alone, considering it bad luck to have company. He’s endured too many painful losses with others around and allows his wife and kids to make their own plans on game days.

Meanwhile, in Brusque, a town of 137,000 about 400 miles south of São Paulo, Fernanda Flores meets her brother Gustavo every week to enjoy the games. Their father has passed away, yet their mother still joins them, despite her limited football knowledge. “She always claims it’s too violent,” says Gustavo with a smirk. The siblings kick off game-day with a traditional Brazilian barbecue, slow-cooking steak or lamb with lemon, onions, and cornflakes on top. While Gustavo sips Coca-Cola, Fernanda, who works as a lawyer and part-time English teacher, enjoys beer.

Fernanda is the more passionate fan of the two. After a frustrating play, you might catch her yelling at the TV, even if her brother is the only one there to hear her.

“Sometimes,” Fernanda admits, “I’m just on the edge of the couch, waiting for the play. My brother looks at me and goes, ‘Chill.’ I respond, ‘I’m fine!’ But he insists, ‘No, you’re not fine.’ He’s usually way more relaxed.”

The collective experiences of being Packers fans in Brazil create a sense of unity. Each fan has their own starting point, yet their stories interconnect. Interest in the team spread primarily through word of mouth, akin to a game of telephone. A brother, a friend, or a neighbor introduced others to the Packers.

The emotional bond between the team and its fans is undeniable, especially for those who once struggled to tell the difference between goal posts and yard markers. Many learned the game through Madden NFL, which provided tutorials on game positions, strategies, and plays.

“It took me about three seasons to grasp most concepts,” Mota recalls. “What’s a shotgun? What’s under center? What’s play action? I really started to understand everything when I played Madden.”

The 2014 NFC Championship game marked a pivotal moment for Brazilian fans. They still ponder why Brandon Bostick decided to recover the onside kick. “I picked the Packers,” Nunes reflects, “without realizing it would end so tragically.” The emotional rollercoaster of defeat, along with the determination to rise again, captivated them.

In a nation filled with patriotic zeal, Brazilians relate to Packers games on a personal level. The team’s green and yellow colors resonate more as national symbols than mere colors, often seen on the country’s soccer team. They also perceive an alien aspect, something almost miraculous. When chatting with a Packers enthusiast in Brazil, the conversation inevitably shifts to the remarkable skills of Aaron Rodgers.

“It was extraordinary,” Flores remarks. “Some plays seemed impossible, like, ‘No way that can be completed; it’s too far.’ But then the ball sails, and someone catches it perfectly. It just works out.

“Watching it felt like, ‘Dude, that’s pure magic.’ No kidding.”

Following a team from thousands of miles away takes significant dedication. Broadcast options are limited in Brazil, so fans often subscribe to services to ensure they don’t miss any action. Rovere’s Twitter following has neared 25,000, and he’s also built an Instagram account with over 6,000 followers. For some ardent fans, a mere casual connection isn’t enough; a core group of about 60 serious fans even pays dues for a more in-depth experience.

The devoted followers go beyond just watching; they meticulously plan their Sundays, Mondays, or Thursdays—this week, even Friday nights—around game time.

‘It’s too emotional to put into words’

Gabriel Rebelo watches every Packers game alongside his father, Fabiono. A student in Goiás, located over 500 miles north of São Paulo, Rebelo was initially a soccer fan. His local team has a large block-G logo. NFL games entered Brazil’s national consciousness gradually, igniting interest among fans.

In the realm of consciousness, the entire state of Goiás naturally gravitates toward the most recognizable emblem. Rebelo and his father are devoted fans of the Packers because, as he puts it, “everyone around here supports the Packers.”

At the top of Rebelo’s bucket list is a journey to Green Bay, where he dreams of experiencing a Packers game at the legendary Lambeau Field while enjoying the chill in the air. He describes bringing the Packers to Brazil as a close second. When tickets for the game on Friday went on sale, he wasn’t quick enough to snag any online. So, he took a flight to São Paulo to stay with family. On a midweek evening, he and a friend brought beach chairs to the shopping mall where tickets were being sold. They enjoyed Heinekens while waiting all night to purchase tickets in person.

“I spent the entire night waiting for the sale to begin,” Rebelo shares. “It was impossible to secure those tickets online, and I wasn’t the only one. The line was massive.” Rovere mentions that the queue of Brazilians trying to buy tickets online reached 200,000 people, while only about 27,000 presale tickets were available.

Rebelo reflects on the upcoming Friday night when he and his father will be in the stands at Corinthians Arena instead of on their couch. “I might shed a few tears,” he admits. “It’s too emotional to articulate.” He’s not the only one feeling this way. For one special night, Nunes will break his rule of not watching Packers games with others. He plans to attend with his neighbor. As he considers the excitement of Friday night, he lets out the familiar bravado that typically accompanies every Packers road game.

“I want to make one thing very clear,” Nunes states. “This is going to feel like a home game here.”

Mota, a fan of Palmeiras soccer, has more in store than just attending on Friday night. “I will proudly wear my all-green T-shirt,” he declares. The connection to soccer remains strong. The Flores siblings will be watching the game separately this time. In the rush to get tickets, Fernanda managed to secure hers, but Gustavo did not. Once the dust settled, Fernanda started to have doubts about attending a Packers game without her brother.

“But,” Gustavo encouraged, “you have to go for both of us.”

This is a night that Packers supporters in Brazil simply cannot afford to miss. A night that has been years in the making. A night that will create lasting memories. And if São Paulo ever needs a reminder, Leon Rodrigues knows exactly where to find it.

There stands a condominium that showcases the enduring significance of the NFL in Brazil.