NBA Growth in Brazil Spurs Plans for São Paulo Regular Season Game
São Paulo is poised to host its first NBA regular season game by 2027-28 amid soaring basketball fan engagement in Brazil, backed by a new arena.
- • New arena in São Paulo’s Anhembi complex planned for late 2027-28 with 18,000-21,000 capacity.
- • NBA fan base in Brazil hits record 57.6 million, a 4.8 million increase over last year.
- • NBA requires modern arena standards before hosting regular season games in Brazil.
- • NFL 2024 event success in São Paulo boosts local sports hosting credentials.
- • NBA boosts live broadcasts by 20% and expands local content to engage rising fanbase, especially women.
Key details
The NBA's footprint in Brazil continues to expand notably in 2025, as São Paulo gears up to potentially host its first regular season NBA game, bolstered by a surge in fan engagement across the country. According to Gustavo Pires, president of SPTuris, a new multi-use arena is being licensed within São Paulo's Anhembi complex, aiming for completion by late 2027 or 2028, with a seating capacity of 18,000 to 21,000 people. This arena is crucial for meeting the NBA's standards to host official games, as the league has historically required modern facilities to stage regular season events. Pires stated, "The NBA only accepts to play a regular season game in São Paulo if there is a modern arena with the capacity that the NBA requests." The NBA vice president for Latin America, Arnon de Mello, has noted that the lack of such a facility was previously a barrier despite successful preseason games held in Brazil between 2013 and 2015.
The league's interest in Brazil has grown significantly, particularly following the unprecedented success of an NFL event in São Paulo in 2024, which attracted 48,000 attendees and substantial international tourist presence. Pires likened the NFL event to a "mini Super Bowl," highlighting São Paulo's viability as a host city for global sports events.
Meanwhile, the NBA is experiencing a record-breaking fan presence in Brazil, with 57.6 million fans at the start of the 2025/26 season—the highest since 2017. This marks an increase of 4.8 million fans compared to last year, with 46% of Brazil's online population expressing interest in the NBA. The league segments these fans into Core (29%), Casual (56%), and Curious (15%) categories, noting a rise in female participation particularly within the Curious segment where women make up 54%. Basketball remains one of Brazil's top sports, with 80% of the online population showing interest.
To capitalize on this popularity, the NBA is enhancing content strategies and increasing live broadcast availability by 20% this season, while expanding local content production and engagement beyond major cities. Despite this, de Mello confirmed there are currently no immediate plans to hold regular season games in Brazil until appropriate facilities are available. As the third-largest retail market for the NBA outside the United States and home to the world’s largest NBA House, Brazil remains a strategic focus for the league’s growth in Latin America.
In summary, while the NBA's fan base in Brazil reaches new heights and digital engagement grows, São Paulo’s new arena represents a vital step for the league to reestablish official game presence, potentially welcoming regular season NBA action by the late 2020s.