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CazéTV brings the World Cup to an in-person experience in São Paulo and Rio, created with TM1. Casa CazéTV expects to gather more than 100,000 fans with Brazil’s games, big screens, shows, brand activations, and sold-out tickets at the Rio location.
CazéTV will transform its digital community into a live experience during the FIFA World Cup 2026, with Casa CazéTV in São Paulo and Rio de Janeiro. According to a report published by Exame on June 14, 2026, the initiative created with TM1 expects to gather more than 100,000 fans throughout the tournament.
The project was developed in partnership with TM1, a Brazilian experiential marketing company founded by Bernardo Dinardi. The venues will operate at Parque Villa-Lobos in São Paulo, with 10,000 m², and at Pier Mauá in Rio, with 3,000 m², featuring game broadcasts, shows, brand activations, and fan experiences.
Chat leaves the screen and becomes a live grandstand
The Casa CazéTV is born with a clear proposal: to bring to the physical world the community that follows broadcasts, comments, and reactions online. What once appeared as a digital audience now occupies a space with big screens, shows, brands, and gathered fans.
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The idea is to transform the live chat atmosphere into a collective experience during the Cup. Instead of watching alone on a mobile phone or television, the audience will be able to follow the games in environments created to gather fans, families, and groups of friends.
Project targets more than 100,000 fans
The expectation is to receive more than 100,000 people throughout the sporting event. Each venue will have a capacity for about 5,000 people, totaling up to 10,000 fans between the two locations on operating days.
Even before the start of the Cup, tickets for Brazil’s game days were already sold out at the Rio de Janeiro location and nearly sold out in São Paulo, according to Exame. This shows how the combination of soccer, internet, and physical presence found immediate demand.
CazéTV bets on São Paulo and Rio
CazéTV chose two high-traffic locations for the experience. In São Paulo, the venue will be at Parque Villa-Lobos, with 10,000 m² dedicated to audience immersion during the matches.
In Rio de Janeiro, the space will be at Pier Mauá, with 3,000 m². The choice of these two locations reinforces the attempt to connect major urban centers, tourism, entertainment, and the symbolic strength of the Brazilian fans during the World Cup.
TM1 sees the Cup as a growth engine
Behind the structure is TM1, an experiential marketing company that expects to grow between 50% and 60% this year with the boost from major sporting events. Casa CazéTV appears as one of the central projects of this strategy.
The company operates both by developing on-demand experiences for brands and by partnering in larger initiatives. In the case of Casa CazéTV, the logic was to build the project together with the platform, sponsors, and brands involved from the start.
Inspiration came from NBA House
The experience was inspired by formats like NBA House, a project that TM1 has already executed in ten editions. The reference helped structure an immersive house, different from traditional fan fests.
Instead of just setting up an area to watch the games, the proposal is to create a brand and community experience. The house combines broadcasting, entertainment, activations, settings, interaction with sponsors, and programming aimed at different audiences.
Experience was planned for a year
According to Bernardo Dinardi, founder of TM1, Casa CazéTV began to be planned about a year ago. The process involved TM1, CazéTV, and more than 10 sponsors.
The format was not conceived as a ready-made package. The idea was to co-create the experience from the start, with brands participating in the project’s construction and adapting their activations to the language of the digital community that follows the platform.
Screens will have broadcast with exclusive angles
In addition to broadcasting the games, Casa CazéTV will have screens with exclusive cameras and special angles of the World Cup, accessible only to the audience present in the space.
This detail reinforces the attempt to offer something different from traditional home consumption. The audience will not only watch the same broadcast on a larger screen but participate in an environment designed to mix content, cheering, entertainment, and live experience.
Shows and activations expand the event
The program also includes shows, brand activations, and experiences related to CazéTV itself. The proposal includes different formats for varied audiences, with options aimed at both young people and families.
This type of event shows how sports have become a platform for expanded entertainment. The match remains the center of the experience, but the surroundings gain importance: music, interaction, content, sponsors, and in-person fan gatherings.
Cup becomes a showcase for experiential marketing
The Casa CazéTV also highlights a shift in Brazilian sports marketing. The relationship between brands, digital communities, and in-person events is becoming more intense, especially in major competitions.
In the United States, this market is already more mature in connecting sports leagues and entertainment. In Brazil, TM1 sees room to grow precisely at this intersection between sports, media, brand, and physical presence.
Partnership should continue after the Cup
The relationship between TM1 and CazéTV is not expected to end with the World Cup. According to the report, new initiatives are already in development for the tournament cycle, including a second and third project.
This point indicates that Casa CazéTV can function as a laboratory for new formats. If the experience can transform digital audiences into in-person attendees, the platform gains a path to expand its presence beyond screens.
TM1 also targets Formula 1
The investment in sports is not limited to football. Still in 2026, TM1 plans to launch the GB House, in partnership with Brazilian driver Gabriel Bortoleto, at the Interlagos Circuit.
The project will propose interaction and immersion for Formula 1 fans. This shows that the company intends to use sports as a growth axis, creating experiences that bring brands, athletes, competitions, and communities closer together.
Company expects to earn up to 60% more
TM1 had already been growing by about 40% in recent years, according to the report. For 2026, the expectation is to end the year with revenue up to 60% higher compared to 2025.
CazéTV House enters this context as a showcase on a national scale. With more than 100,000 visitors expected, the initiative can reinforce the company as a reference in sports experiences, brand activations, and immersive events.
Founder started as an intern at Coca-Cola
The story of TM1 began with Bernardo Dinardi in his early professional steps, when he was an intern at Coca-Cola. The experience helped shape the vision that marketing could go beyond traditional campaigns.
Founded 17 years ago, the company started small in Belo Horizonte and later expanded to São Paulo. Today, it gathers around 200 employees and works with brands like Netflix, Mercado Livre, and TikTok.
Experience becomes brand memory
For TM1, the big differentiator is creating situations that the audience not only sees but lives. This logic appears in CazéTV House, which tries to transform sports broadcasting into collective memory.
When a brand stops appearing only as an advertisement and becomes part of a real experience, the bond with the audience changes in nature. The Cup, in this case, becomes a stage to test how far the strength of the digital community goes in the physical world.
Brazilian fans are part of the product
CazéTV House also relies on a strong cultural characteristic: Brazilians like to experience football in groups. The cheering, the shouts, the reactions, and the collective sensation are part of the experience.
Therefore, the proposal does not depend solely on the broadcast. It depends on the gathering. The main product is not just the game on the screen, but the energy of thousands of people reacting together to the same moment.
The question now is whether this format is here to stay. Do you prefer to watch the games at home, with comfort and control, or would you be willing to experience a Cup at a live event, with a big screen, show, brands, and thousands of fans around? Leave your opinion in the comments.
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