Grupo Globo has officially secured the broadcasting rights for the Campeonato Brasileiro, commonly referred to as Brasileirão, for the period spanning 2025 to 2029. This agreement, unveiled on January 31, 2025, with Liga Forte União (LFU), marks the first time since 1992 the rights to Brazil's premier football league will be shared among broadcasters.
Under the new contract, Globo will air eight exclusive games per round across its platforms, including TV Globo, SporTV, and Premiere. One game will be broadcast on Record and the streaming services CazéTV and Amazon Prime Video.
Fernando Manuel, Director of Sports Rights at Globo, expressed enthusiasm about the partnership, stating, "We are pleased with the partnership with the LFU, and this will result in the greatest and best coverage of the event, delivering almost all matches across Globo’s diverse platforms." This expansive agreement will see 342 out of 380 games being aired, with 304 of those being exclusive to Globo.
The teams aligned with LFU include some of the most competitive clubs such as Corinthians, Botafogo, and Cruzeiro, which collectively account for 60% of the league's matches. Meanwhile, the rival league, Libra, comprises other prominent teams like Flamengo, Palmeiras, and São Paulo, controlling the remaining 40%.
The financial aspect of the agreement reflects the increasing value of broadcasting rights for Brazilian football, with the LFU negotiating contracts worth R$ 1.7 billion annually, up from R$ 1.1 billion previously. This substantial rise signifies the growing demand and investment potential seen within the sport.
Paz highlighted the importance of this deal for wider audience reach, noting, "This historic agreement reflects the LFU's commitment to bringing Brazilian football to an ever-growing audience." The LFU aims to provide fans with more comprehensive access to games through diverse broadcasting channels.
From 2025, Globo will broadcast one game each round on Wednesday evenings and Sundays, ensuring ample viewing opportunities for fans nationwide. The arrangement promises to boost the visibility and popularity of the competing teams as they vie for prominence both on the field and among viewers.
This new broadcasting strategy arrives at a competitive time within Brazil’s sports media, as Globo also maintains exclusive rights to broadcast Liga Brasileira de Futebol (Libra) games, ensuring it has comprehensive coverage of the league. By accommodating diverse broadcasting methods, Globo is set to offer viewers unprecedented options when tuning in to their favorite teams.
Overall, the consolidation of broadcasting rights between Globo and LFU suggests a positive outlook for the Brazilian football narrative, positioning it favorably within the larger scope of global sports entertainment. The combined efforts aim to showcase the thrilling dynamics of Campeonato Brasileiro effectively, engaging fans through immersive experiences across all platforms.
With the undeniable growth of football's commercial presence, the deal formed between Globo and LFU paves the way for future negotiations, embracing the rise of digital media consumption trends. The successful dissemination of the matches will not merely reflect the competition but will also provide broadcasters with new marketing avenues and engagement strategies, solidifying football's status within Brazil’s cultural fabric.