YouTube Scores Big: KAROL G Set to Perform at Exclusive NFL Broadcast in Brazil

By Kyra Greene

The NFL is kicking off its 2025 season with a cultural moment as big as the game itself. YouTube and the National Football League announced that global superstar KAROL G will perform the halftime show during the league’s São Paulo matchup on September 5, marking YouTube’s first-ever exclusive NFL live broadcast.

The game, streaming free worldwide on YouTube, will take place at Corinthians Arena in Brazil, where the reigning AFC champion Kansas City Chiefs face off against the Los Angeles Chargers. Pre-game coverage begins at 4 p.m. PT / 7 p.m. ET before kickoff at 5 p.m. PT / 8 p.m. ET.

For KAROL G, the moment is a career milestone.

“I’m so excited to be part of YouTube’s first-ever NFL live broadcast, it’s truly an honor and a moment I’m so proud to be part of,” the Colombian hitmaker shared. “I’ve watched many NFL halftime shows over the years, and now having this opportunity to bring my music to a global stage means the world to me.”

That global stage is one she’s been building toward for years. With nearly 30 billion views on her YouTube channel and her latest album Tropicoqueta shattering streaming records, KAROL G has solidified herself as one of the defining voices of modern pop. The project earned her third consecutive Top 3 entry on the Billboard 200 and fourth straight No. 1 on the Billboard Top Latin Albums chart. At the same time, she broke her own record on the Billboard Hot Latin Songs chart by landing 20 tracks simultaneously, including 18 debuts from the album.

Her star power makes her the perfect choice for this historic halftime stage, one that blends sports, music, and digital culture in a way few moments ever have.

“This broadcast is a landmark moment in our partnership with the NFL, where the worlds of football, music and creators collide,” said Angela Courtin, VP of Connected TV and Creative Studio Marketing at YouTube. “From the creator community in São Paulo to a global icon like KAROL G, this show proves the future of live sports and entertainment is connected.”

For the NFL, returning to Brazil carries added weight.

“With our incredible fan base in Brazil and across the world, we wanted to tap into the Latin Pop music scene with an innovative, global artist,” said Tim Tubito, Senior Director of Global Game Presentation and Entertainment at the NFL. “We’re thrilled to welcome KAROL G to the 2025 São Paulo game and deliver a historic performance for fans everywhere.”

The São Paulo matchup is more than just an opening game—it’s a landmark in the NFL’s evolving partnership with YouTube. Last year alone, fans consumed over 350 million hours of official NFL content on the platform, a testament to how football has become as much a digital experience as it is a live one. With NFL Sunday Ticket already transforming how fans watch games, this exclusive broadcast pushes the boundary even further.

On September 5, the Chiefs and Chargers will set the tone for the season, but all eyes will be on KAROL G, turning halftime into the night’s true global headline.