The Dallas Cowboys were preparing themselves for the 2026 season while updates of an international regular-season game broke out. Following a season that ended with disappointment for Dak Prescott and company, the growing fanbase of the sport in Brazil decided to cherish it alongside the globally renowned franchise. Amid the team’s preparations for the 2026 draft, the NFL announced that Dallas will play in Rio de Janeiro this season, with the exact date and opponent to be revealed later. In light of the announcement, the team’s owner, Jerry Jones, stepped forward to express excitement about the bagpacking opportunity.

“I have a lot of business in Brazil that I’ve had for 35 years,” Jones said. “It’ll be great to have those Cowboys involved. We’re excited. We have a lot of fans on that continent, and it makes it good. I’m excited about going.”

The event will mark the Cowboys’ first regular-season game overseas in 12 seasons. This also counts as the third straight year the NFL has held a regular-season game in Brazil. However, it will be the first time a game is played in Rio, after the last two were played in São Paulo.

Brazil’s growing interest in the NFL has already led to regular-season games in Brazil. The first came in September 2024, when the Philadelphia Eagles faced the Green Bay Packers. A second game followed in September 2025, featuring the Kansas City Chiefs against the Los Angeles Chargers. With strong fan turnout and TV viewership, Brazil has quickly become one of the NFL’s fastest-growing international markets.

This trip to Brazil will be rare for the Dallas Cowboys, as they have played only one regular-season game outside the United States so far. That game was noted back in 2014, when Dallas defeated the Jacksonville Jaguars 31–17 at Wembley Stadium in London. Since then, the Cowboys have gone more than a decade without leaving the country for a regular-season contest.

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The matchup will take place at the legendary Marcana Stadium, best known for hosting some of the biggest soccer events in history. Over the years, the venue has welcomed crowds of more than 150,000 fans on multiple occasions, including during World Cup matches. However, it isn’t just Jones who sees the opportunity as a big win for the global recognition of the team.

Cowboys’ brand officer sees Rio trip as a major growth opportunity for the franchise

The 2025 season saw notable struggles from the Cowboys, and the team has learned a lesson the hard way. Following a season that ended with a concerning 7-9 record, head coach Brian Schottenheimer started working on a plan to turn the tables in the upcoming season. Besides every other change, including the entry of their new defensive coordinator, Christian Parker, it is now time for the team to mend their public image. Soon after the news of their trip to Rio was confirmed, the team’s brand officer highlighted how it could be a worthy opportunity for the team’s recognition.

“There are a lot of NFL fans in Rio. That’s why the NFL wants to go there, because it’s a significant fandom for the league. This is our first time to play in Rio, it was in Sao Paulo before. So, they wanted us to come christen that game,” he said, per insider Nick Harris.

A strong brand makes sponsors want to work with the team and brings media attention, which increases money and popularity, and for the Cowboys, it isn’t just theory. A recent study showed that around 41 million Brazilians said they are NFL fans, noting a commendable rise from about 10 million in 2014. During the streams from São Paulo, a game on YouTube had around 17.3 million viewers worldwide, including millions from Brazil. As the team now prepares for a major feat in the franshise history, it still remains to be seen if they fully prepare themselves for the overseas challenge.