- Visa’s research shows that consumers from Mexico and Brazil respond for more than half of what was spent during Super Bowl;
- The value spent calls the attention of NFL for the business in Latin America.
The increase of the NFL‘s popularity in Brazil has made the country stood out among those who consumed the most the Super Bowl, realized on February 2nd, in Miami, Florida. Visa data show Brazilians and Mexicans were the biggest consumers of Super Bowl products in Latin America.
According to the sports news website Máquina do Esporte, consumers from Brazil and Mexico accounted for 64% of transactions made in the 11 different Latin American countries that followed Super Bowl from January 29th to February 2nd. The research covers an area of 50km around Hard Rock Stadium.
US neighbors, Mexicans were the ones who spent the most on the event. Overall, 38% of the products in the event’s area were consumed by Mexicans. In a scale of “who spend the most”, Brazilians came in second, accounting for 18% of the transactions amount. Peru, Colombia and Guatemala are among the top 5, accounting for 6% of the total of transactions each.
The major part of the consumption is connected to food (18% of the transactions were made in restaurants and bars). The consumption of clothes comes next (16%), followed by entertainment expenses (12%), hotels (9%) and electronics devices (6%).
The consumer’s profile was also analyzed by Visa. The majority of consumption came from who is richer, obviously. Consumers holding Infinite, Signature and Platinum credit cards accounted for 69% of the transactions, and 79% of all the money spent.
The purchasing power of the wealthiest was even more evident on Super Bowl day at Hard Rock Stadium. Cardholders that went to the VIP area spent on average $490 inside the stadium.
People who went to the common seats at Miami Dolphins‘ stadium spent $50 at the game. The research also showed how Brazil has been more and more important to the NFL’s strategy for its international expansion.
Alongside with Mexico, Brazil is the most important market in Latam. It has been three years since the NFL began to look at the region closely, using sponsors for promotions aimed at bringing Brazilians even closer to the American sport.