CHIEFS HOUSE KANSAS CITY CHIEFS
A JOURNEY THROUGH THE HEART OF THE KINGDOM
In 2024, the Kansas City Chiefs went beyond simply playing American football in Brazil. The challenge was to create a living brand experience, translating the heart of the franchise and its ambition to become a global team. Chiefs House, held during the second official NFL game in the country, turned São Paulo into a true outpost of the Kingdom.
A showcase of cultural connection and brand expansion.
Over two intense days, 1,600 fans attended, with 22 Brazilian states represented, 6 nationalities, and more than 20 hours of live entertainment. The experience included a pocket show by Luísa Sonza, special appearances by NFL Commissioner Roger Goodell, owner Clark Hunt, and legend Mitch Morse, over 50 media placements, and a reach of 31 million people.
Chiefs House generated an authentic and contagious energy, tailgate rituals, live music, an official store, and cultural meetups. Bringing everyone together, from new fans to lifelong supporters.
The project’s true legacy goes beyond the numbers. Chiefs House opened a new chapter for the franchise, setting a benchmark for brand activations outside the United States. By combining live marketing, storytelling, and culture, we created an experience that honors the team’s history while pointing toward a future of international expansion.
Role: Strategy, Creative Leadership, Content Direction.
