SÃO PAULO, Brazil — The National Football League and Paramount Consumer Products have unveiled an innovative merchandise collaboration featuring SpongeBob SquarePants, targeting Latin American fans ahead of the 2025 NFL São Paulo game between the Kansas City Chiefs and Los Angeles Chargers.
Strategic Partnership Expands NFL’s International Reach
The NFL x SpongeBob collection, launching September 5 in Brazil, represents a creative approach to engaging younger demographics and international audiences as the league continues its global expansion efforts.
The collaboration features bespoke apparel, headwear, drinkware, and mobile accessories showcasing SpongeBob SquarePants and Patrick Star in American football scenarios, combining the beloved Nickelodeon characters with NFL team branding.
Comprehensive Product Launch Strategy
Brazil Launch Details:
- Date: September 5, 2025
- Locations: NFL Shop at Corinthians Arena
- Featured Teams: Chiefs, Chargers, plus Global Markets Program teams (Lions, Dolphins, Patriots, Eagles)
Mexico Expansion:
- Timeline: October 2025
- Featured Teams: Cardinals, Cowboys, Broncos, Texans, Chiefs, Raiders, Rams, Dolphins, Steelers, 49ers
NFL News:
- NFL and Roc Nation Unveil 2025 Songs of the Season with Clipse Leading Star-Studded Lineup
- NFL and Nike Launch Revolutionary “Rivalries” Uniform Program with Eight Teams Debuting New Looks
- Breitling Partners with NFL as Official Timepiece Partner, Launches 32-Team Watch Collections
Global Markets Program Integration
The merchandise strategy leverages the NFL’s Global Markets Program, which grants all 32 teams international marketing rights in specific territories. This allows the league to build brand awareness and fandom outside the United States through targeted regional partnerships.
Salha Latif, Vice President of International Consumer Products at the NFL, emphasized the collaboration’s significance:
“We’re thrilled to be partnering with Paramount to produce an incredibly fun SpongeBob SquarePants inspired collection celebrating the playful spirit of football and the 2025 NFL São Paulo game. As the NFL continues to prioritize our international growth, we look forward to bringing our passionate fans across Latin America unique ways they can represent their love of the game.”
Multi-Platform Marketing Integration
The partnership extends beyond retail, incorporating several fan engagement initiatives:
NFL RUN Event (September 7):
- Location: Parque Villa-Lobos
- Activities: 2km and 5km races with exclusive NFL x SpongeBob merchandise options
- Special appearances: SpongeBob and Patrick meet-and-greet sessions
Game Day Activation:
- SpongeBob and Patrick will appear at the Chiefs vs. Chargers game at Corinthians Arena
- Integration with NFL Flag activities and tournaments throughout the week
Retail Distribution Network
The collection will be available through multiple channels:
- Sport America Brazil: sportamerica.com.br
- New Era Cap Brazil: neweracap.com.br
- Riachuelo: riachuelo.com.br
- Gocase: gocase.com.br
Cultural Impact and Brand Synergy
SpongeBob SquarePants brings significant global recognition to the partnership, with the character available in more than 180 markets, translated into 30+ languages, and averaging over 90 million viewers quarterly across Paramount’s platforms including Paramount+ and Pluto TV.
The collaboration represents a strategic fusion of American sports culture with universally beloved entertainment content, designed to resonate with both existing NFL fans and new audiences discovering the sport through familiar characters.
Looking Forward
This partnership signals the NFL’s continued commitment to creative international marketing strategies, using pop culture icons to bridge cultural gaps and introduce American football to diverse global audiences.
The success of this collaboration could establish a template for future cross-brand partnerships as the NFL expands its international presence ahead of the 2026 World Cup, which will bring increased global attention to American sports properties.
The Chiefs and Chargers face off Friday, September 5 at Corinthians Arena in São Paulo’s second NFL regular season international game.
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