by Brian Major
Last updated: 4:20 PM ET, Wed April 1, 2026
Embratur, Brazil’s national tourism promotion agency, has
launched the Football Route, a digital platform featuring four tourism
itineraries inspired by the “history, spaces and experiences” tied to the
country’s most popular sport.
The content is available on the official website and across Embratur’s
social media channels.
Created to “transform the global passion for the sport into
a structured tourism experience,” the digital guide offers suggested itineraries
and activities that allow visitors to discover Brazil through its football
culture – exploring historic stadiums, museums, club headquarters, traditional
fan bars and other spaces linked to the sport’s memory and lived experience,
according to Embratur.
The project is centered in Rio de Janeiro, a city that is
home to some of the country’s most iconic stadiums and clubs, with a
deep-rooted football tradition. Embratur envisions the initiative as a pilot
project, with potential expansion to other destinations across Brazil.
Developed by Embatur, the platform is multilingual and
responsive, serving as a curated showcase of Rio’s football ecosystem. It
brings together all relevant information in one place to guide tourists
interested in this theme.
The official website
is available in Portuguese, English and Spanish and allows users to choose from
four international immersive experiences. It also features a comprehensive
football calendar for Rio de Janeiro, including the Campeonato Carioca,
Brasileirão, Copa do Brasil, and Copa Libertadores tournaments, allowing
travelers to check upcoming matches and plan their visit.
Four Football Routes
Route 1 – Match Day: The full fan experience
Match Day is a cultural and gastronomic itinerary that takes
visitors through the full experience of a Rio football fan—from iconic bars and
restaurants around stadiums to the thrill of the match itself.
Available for the four biggest clubs in Rio—Botafogo,
Flamengo, Fluminense, and Vasco da Gama—each itinerary highlights traditional
gathering spots where club passion blends with Rio’s authentic gastronomy and
bohemian culture.
Route 2 – History and Glory: Club headquarters that tell the
story of football
This itinerary explores the origins and cultural importance
of the historic headquarters of Rio’s major clubs, revealing that these spaces
are much more than just stadiums.
Fluminense’s headquarters in Laranjeiras is considered a
sanctuary of Brazilian football, as the country’s first concrete stadium hosting
the first match of the national team. São Januário, home of Vasco, represents a
landmark of resistance and inclusion, built by fans in response to segregation
in the sport. Gávea, Flamengo’s headquarters, houses the club museum and
preserves the memory of legendary players and historic achievements.
Route 3 – Concrete Giants: The great stadiums of Rio
football
This route highlights the two main stages of Rio football:
the modern Nilton Santos Stadium and the iconic Maracanã Stadium.
Nilton Santos Stadium, home of Botafogo, stands out for its
international-level infrastructure, symbolizing modernity and comfort. Maracanã
is a global temple of football, a cultural landmark that has hosted legendary
moments—from the 1950 World Cup final to Pelé’s 1,000th goal and multiple World
Cup finals.
Together, these stadiums represent the grandeur of football
in Rio—spaces of memory, passion, and major cultural events.
Route 4 – Rio Classics: The narrative of rivalries
In Rio football, each derby carries its own story—decades of
rivalry, epic moments, and remarkable statistics. Six major matchups define the
identity of Rio’s football scene, from the Clássico da Rivalidade to the iconic
Fla-Flu, as well as the Clássico dos Milhões and the Clássico Vovô.
The Football Route is part of Embratur’s strategy to expand
Brazil’s positioning as a sports and cultural tourism destination in the
international market. The digital guide will be promoted through global
campaigns and targeted outreach to the tourism sector, media, and travel and
sports content creators.
For the latest travel news, updates and deals, subscribe to the daily TravelPulse newsletter.
Topics From This Article to Explore
