“…Web 2.0 technologies have modified the way the sports audiences receive TV content (Turner, 2007(Turner, , 2012Thompson et al, 2015), what, in turn, induce changes in the sports broadcasts. In a participatory culture context, Brazilian NFL fans complement the understanding of the media product that unites them, influencing the culture in which they are embedded (Jenkins, 2008), and acting as Web 2.0 prosumers (Hartmann, 2015;Ritzer, 2014).…”