The National Football League (NFL), the most lucrative sports league in the world, has its second largest foreign audience in Brazil. Its Brazilian broadcasts stimulate the audience to extrapolate television reception and interact through a social media platform, seeking to integrate a collective consumption. Thus, attachments are established between consumers and league. Based on this, this study aims to analyze how the interaction in social media of the Brazilian NFL audience, during the transmissions of its games, results in consumption attachments.,The method undertaken was Netnography, commonly used to investigate cultural practices occurring in online environments. The research corpus consisted of messages posted on Twitterhashtags created by the ESPN Brazil channels to reverberate its broadcasts of the league between 2016-2017 and 2017-2018 seasons.,The findings of this study indicate that Brazilian audience interaction in social media establishes consumer attachment with the NFL by means of the brand elements and aspects of social life, mediated by the league.,The research observed only the part of the Brazilian audience of the NFL that engages in the broadcasts of the games through social media.,The research of this study demonstrates how brands can use social media to enable social interactions that create or improve consumer attachments with them.,The study presents how a media brand imbricated in the American culture has been the target of attachment by Brazilian fans through social media interactions.

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全国足球联赛巴西球迷的消费附件

国家橄榄球联盟（NFL）是世界上最赚钱的体育联盟，在巴西拥有第二大外国观众。它的巴西广播节目刺激了观众推断电视的收视率，并通过社交媒体平台进行互动，以寻求整合集体消费。因此，在消费者和联盟之间建立了依恋关系。在此基础上，本研究旨在分析巴西NFL观众在社交媒体传播过程中的互动如何导致消费依恋。采取的方法是Netnography，通常用于调查在线环境中发生的文化习俗。