Itaú, Fiat and Amazon are among the main sponsors of the broadcaster’s football broadcasts
A Globo finalized sponsorship negotiations for broadcasts of the Brazilian Championship and Copa do Brasil games in 2025. The agreement guarantees revenue of R$2.5 billion. The broadcaster negotiated all 13 available quotas. The information was released on Wednesday (Dec 18, 2024).
Support for broadcasts on open TV will come from 8 sponsors, including Itaú, Fiat, Amazon, Ambev, Vivo, Betnacional, Natura and Perdigão. Each contributed R$269.9 million. THE SportTV, sports channel Globowill be sponsored by Jeep, Bradesco, Ambev and Novibet, each contributing R$83 million.
Betano stood out by investing R$100 million for the top 5-second quota on both platforms, bringing the total raised to R$2.591 billion.
A Globo is committed to offering at least 50 dates of Brazilian football to the public. This includes 38 matches of the Brasileirão, on Wednesday and Sunday nights, and 12 of the Copa do Brasil. Maintaining air dates is crucial to the value of sponsorships.
Open TV coverage will be enhanced with a 30-minute pre-game on Sundays, in response to fan requests. Advertisers will also have their commercials shown on high-rated programs, such as the nine o’clock soap opera and the National Newspaper.
From 2025, Globo will exclusively broadcast games in which Libra teams are home, including Flamengo, São Paulo, Atlético Mineiro and Palmeiras.
On the other hand, the clubs in the Liga Forte União, such as Corinthians, Vasco, Fluminense and Botafogo, signed an agreement with Record to broadcast their home matches.
Liga Forte União also signed partnerships with YouTube and Amazon Prime Video. Negotiations for LFU games continue, and the broadcast of matches on a pay-per-view model has not yet been commercialized.
