The executive director of sports at GloboRenato Ribeiro, said on Wednesday (June 10, 2026) that the broadcaster will have 120 professionals in the 3 countries hosting the 2026 World Cup (Mexico, Canada and the United States). Of these, 55 will be focused on covering the Brazilian team.
The statement was made during Web Summit Rio, a technology and innovation event.
This is the 15th edition of the men’s tournament broadcast by Globo. The 2026 World Cup is considered the biggest in history, with an unprecedented format of 48 teams and 104 games spread across 16 cities.
Ribeiro stated that the 2026 World Cup represents “several Cups”com “the appropriate language for each person”.
Globo’s coverage will be integrated between open TV, called by Ribeiro the “Cup of emotion, for speaking to the masses”, paid channels, such as Sportvand the digital environment, with the ge (globoesporte), focused on hardnews.
The studios of “Cup Selection”do sportvand the “National Newspaper” were installed in Times Square, in New York, to accompany fans in the USA.
A Globo also entered into an unprecedented partnership with 2,000 digital influencers to produce content on social media.
At the Web Summit Rio, Ribeiro presented the Globo equipped with a 200 m2 screen, which is the broadcaster’s main focus in the technological field. The screen simulates the atmosphere of a stadium, projects statistics and interactive mosaics.
Watch Renato Ribeiro’s panel at Web Summit Rio:
BRANDS
In April, Globo saw the participation of more than 20 brands in its multiplatform coverage of the World Cup. Among the main sponsors are Ambev, Itaú, Unilever and Caoa, who renewed contracts signed for the 2022 World Cup. Also part of this quota are Amazon, Superbet, XP, Grupo Petrópolis, BYD, Localiza, Medley and Suvinil.
Other brands also participate in the project, including OpenAI, which debuts in commercial actions. Also included in the coverage are Apple, Coca-Cola, McCain, Havan, Betano, BetMGM and Ademicon. Zé Delivery and Stihl renewed partnerships that began with the 2022 World Cup.
WORLD CUP
The World Cup is a private, profit-making sporting event. It is carried out every 4 years by . Teams qualify through knockouts. The technical committee and squad of each team competing in the competition are chosen by private entities.
In the case of Brazil, it is up to defining who the coach is and which players are “called up” (in reality, everyone is invited and whoever is interested goes; as the commercial gain from marketing is great, the athletes respond to the “call up”).
The Brazilian government has no influence on choosing the team that participates in the tournament. In other words, it is not the country that is represented in the World Cup, but a football team chosen by a private entity.
