Brazilian Broadcasters Gear Up for Major Sports Coverage in 2026
The 2026 sports broadcasting rights in Brazil are divided among SBT, CazéTV, and Globo, covering World Cup, national football leagues, women's sports, and Formula 1 with substantial commercial expectations.
- • CazéTV will exclusively broadcast all FIFA World Cup 2026 matches, targeting over R$ 2 billion in revenue.
- • Globo will air 54 World Cup matches plus diverse sports including women's events, NFL, and Formula 1 starting 2026.
- • SBT holds rights to 32 World Cup games, including Brazil's initial matches, with Galvão Bueno returning to commentary.
- • The Campeonato Brasileiro and state championships will follow a new multi-broadcaster distribution model involving Globo, Record, Prime Video, and TNT Sports.
Key details
The broadcasting landscape for 2026’s major sports events in Brazil is set to be dynamic, with three main players—SBT, CazéTV, and Globo—securing key rights for competitions including the FIFA World Cup, domestic football leagues, and other sports.
CazéTV, launched during the 2022 World Cup, will hold exclusive rights to all World Cup matches in 2026, expecting revenues exceeding R$ 2 billion. Each advertising slot is priced at approximately R$ 185 million, supported by 11 sponsors including giants Ambev and Coca-Cola. Globo will broadcast 54 World Cup games across its platforms, including Globo TV and the streaming service Globoplay, also expecting to generate around R$ 2 billion from sponsorships. SBT will air 32 games, covering Brazil’s opening matches, with the return of renowned commentator Galvão Bueno to narrate.
In domestic football, a new distribution model for the Campeonato Brasileiro will allow Globo to show 38 matches, with additional rights held by Record and Prime Video. The Copa do Brasil’s current broadcasters remain unchanged, while state championships see diversified coverage—TNT Sports will broadcast the Paulistão among others.
Beyond football, Globo is expanding into women’s sports and has acquired rights to the NFL in Brazil, adopting a fragmented distribution strategy similar to that in the United States. Additionally, Globo will resume broadcasting Formula 1 starting in 2026, ending its previous partnership with Band.
These developments underscore a competitive and evolving sports media market in Brazil for 2026, presenting diverse viewing options across television and digital platforms while signaling significant commercial interest with projected multi-billion real revenues in sponsorships and advertising.
This article was synthesized and translated from native language sources to provide English-speaking readers with local perspectives.
