According to a survey by the broadcaster, 67% of consumers consider brands more attractive in sports sponsorships
O Globe Group signed a partnership with 25 brands to broadcast the 2026 World Cup. The broadcaster will show 55 games from the tournament divided between open TV, Sportv e GETV. The competition will begin on June 11th with the match between Mexico and South Africa, at the Azteca Stadium, in Mexico City. Brazil debuts on June 13, against the Morocco team.
These are the companies that will be present in the tournament broadcasts via TV Globo: Ademicon, Amazon, Ambev, Apple, Betano, BETMGM, BYD, Caoa, Claro, Coca‑Cola, Grupo Petrópolis, Havan, Itaú, JBS, Localiza, Loterias Caixa, McCain, Medley, OpenAI, STIHL, Superbet, Suvinil, Unilever, XP, Zé Delivery.
According to the broadcaster, 67% of football fans consider brands that sponsor sporting events to be more attractive. The data was released by Globo Ads on May 14th. Read the of the research (PDF – 18 MB).
The study also indicates that 56% of World Cup consumers prefer brands linked to the tournament and 37% started to like a brand more after seeing it during the World Cup broadcast.
OPEN TV IS PREFERENCE
According to research published by TV Globoopen TV is preferred by 73% of viewers. Pay TV is the 2nd main medium, with 39% choosing to watch the games. Streaming channels and social networks have 31% and 23% preference each, respectively. Radio closes the list with 4% of choice among viewers.
The survey of Globo it also indicates that 54% of people who will watch the games will use more than one device simultaneously during the broadcast. Of these, 86% will use social networks to comment and post about games and 71% will exchange messages with friends during games.
