How Nike and the NFL Are Taking American Football's Look to Rio de Janeiro

On September 27, 2026, Rio de Janeiro's Maracanã Stadium hosts a regular-season NFL game for the first time ever, as the Baltimore Ravens face the Dallas Cowboys.

It's the newest stop on the league's long-running push to grow the sport outside U.S. borders, and it puts a spotlight on something most fans never think about from their couch: the uniforms and sideline gear making the trip across the equator.

A New Stop on Football's World Tour

The NFL has been playing regular-season games abroad since 2007, when the league brought its first International Series matchup to London. Since then, the schedule has expanded to Mexico City, Munich, and Brazil, where São Paulo hosted season-opening games in 2024 and 2025.

Rio de Janeiro is the newest addition to that list, and this matchup marks the first time a regular-season NFL game has been played in the city. The Rio game is part of a broader strategy to build fan bases in markets where American football has historically taken a back seat to soccer, and Brazil, with one of the largest sports-media audiences in the world, is a natural next step. 

Fans who want to build out their own Ravens or Cowboys look before kickoff can browse the current deals for Nike gear on Discoup, where both teams' gear is easy to find in one place.

The Uniform Behind the Uniform

Nike has been the NFL's exclusive on-field apparel provider since 2012, supplying game uniforms, sideline wear, practice gear, and base layers for all 32 teams.

In March 2026, the two organizations extended that partnership for another decade, through 2038, reinforcing Nike's role in how every franchise looks on any given Sunday, whether that Sunday happens in Baltimore or Rio de Janeiro.

A global showcase like this one doubles as a showcase for that design work, since it's often the first extended look many international viewers get at NFL uniforms up close.

Dressing for a Different Kind of Road Game

Playing outside the country adds a layer of logistics that most fans never see. Late September in Rio runs warmer and more humid than a typical road trip to Baltimore or Dallas, and teams traveling to warm-weather international games generally adjust practice schedules, hydration routines, and lighter-weight base layers to account for it. None of that changes what's on the field on gameday, but it's part of why equipment staff treat these trips differently from a normal division matchup.

Why This Game Matters Beyond the Score

For the NFL, the value of a game like this isn't only measured in the final score. Every international matchup is also a test of whether the league can turn curious viewers into long-term fans, and Brazil's sports culture, already deeply invested in soccer, basketball, and Formula 1, makes it a meaningful proving ground. A strong showing in Rio could open the door to more South American dates in future seasons, following the pattern the league has already set in the UK, Mexico, and Germany.

A Bigger Stage for a Growing Fan Base

A living room in Dallas and a bar in São Paulo will be watching the same kickoff for very different reasons, and that gap is exactly what the NFL is trying to close. The Ravens and Cowboys will be the ones on the field, but the moment belongs just as much to everyone the league is reaching for the first time.