Appetite of streamings by Brazilian football leads the contract valued with globe

by Andrea
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A group of 33 clubs from Brazilian football Last month ended the block negotiations of his transmission rights. Going to the market for the sale of packages exposed the appetite of technology giants for live sporting events and increased bargaining power to ensure the presence of all Serie A clubs in 2025.

By negotiation, the Liga Strong Union (LFU), which has clubs such as Corinthians, Vasco, Botafogo, Cruzeiro, will have their games broadcast on Record, YouTube, Prime Video and Grupo Globo. The contract.

The idea was to transform the transmission rights into commercial packages, explains the partner of LiveModeRepresentative for negotiating league transmission rights, Leo Lenz Cesarr, Infomoney. In the first, the same match would be broadcast exclusively by two open players – stayed with Record and Youtube. A second package focused on a private channel for the exclusive transmission of a match. Amazon took.

Appetite of streamings by Brazilian football leads the contract valued with globe

O Infomoney It found that Livemode talked to more than 10 companies to sell the third package of the games – all those from LFU teams that would not be broadcast on Record, Youtube and Amazon. Globo closed the business less than two months from the beginning of the Brasileirão, when there were still two others interested in the negotiation.

The agreed model ensures that each of the transmission rights buyers rotate to have each round, the first, second and third choice of games, with a maximum limiter of choices per club.

For LFU, the trip to the market helped define the price per game negotiated in the package with the main volume of transmissions. The appreciation was 55% in transmission rights contracts compared to the same set of clubs in 2024.

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On the side of Globo, being without LFU would take 11 clubs from the first division of the Brazilian Championship in 2025 of its grid. This would reduce open TV transmission options on SporTV’s closed channels and empty the exclusive Pay-Per-View for football, Premiere. Globo had already closed to transmit the nine clubs of the commercial group baptized Libra in Serie A.

Representatives treat the negotiation of transmission rights in commercial blocks as an advance in the face of the previous scenario of Brazilian football, when they were sold individually by their own management. “Clubs were never advised, it was always the president of the time [quem negociava]”Says Bernardo Ramalho, also a partner at Livemode. LFU clubs were advised by Livemode and XP Investimentos.

Stronger streamings in the game

Live sports broadcasts have become one of the great bets of major streaming services to better convert subscribers with exclusive and generally unavoidable events.

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Technology giants such as Netflix have increased their investments in the acquisition of sports broadcasts. In the case of the market leader, advertising and capturing plans through events such as NFL Christmas game and boxing fight between Jake Paul and Mike Tyson.

In January, Prime Video, from Amazon () announced narrator Galvão Bueno for his broadcasts of Brasileirão and the Brazilian Cup – subliceized by Globo for the streaming service. Since 2024, YouTube – one of Google’s Alphabet () companies – have a partnership for the Paulista Championship with Cazétv, Livemode itself.

“We are going through a very unique moment in our history, a complete transformation of this chain of rights distribution,” says Cesar. “They have a lot to consumed on various platforms. Everyone realizes that sport has a power to bring a relatively safe and solid audience for a long time, ”he says.

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Eyes attentive to the market

The thesis also pleases investors in the capital market. Life Capital Partners has invested a value close to R $ 2 billion for participation in transmission rights negotiated by LFU. The value varies from club to club, but on average it is 13%.

According to the founder and Managing Partner of Life Capital Partners, João Leitao, the asset “is highly cash generator, we do not have Capex [despesas em capital, como estrutura física] To do, 90% margin ”.

“The recipe is very large. People love sports, it’s one of the segments that won’t be disrupted by technology in the sense that we don’t want to see machines playing, we want to see human beings, ”says Leitao.

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For now, Brazil has not formed a unified league to command the Brazilian Championship. Divergences as to aspects such as the revenue distribution model when an alloy was still being formed led to the rupture between two groups, LFU and Libra.

Reading on the market is that the junction of the blocks would be a turning point to unlock value in football business. Both groups, however, have now compromised transmission rights, one of the main lines of billing, by 2029.

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