Globo Secures Record R$3 Billion Advertising Revenue with 16 Brands for 2026 Football Broadcasts
Globo has set a new record with R$3 billion in advertising revenue secured from 16 sponsors for its 2026 football broadcasts, including all previous sponsors renewing contracts.
- • Globo secured R$3 billion in advertising revenue for 2026 football coverage.
- • The network closed deals with 16 brands, all renewing from 2025.
- • Top sponsors include Amazon.com.br, Ambev, Fiat, Itaú, and Betano with premium ad slots.
- • The sponsorship spread across channels like Sportv, Premiere, and GE TV.
- • The revenue highlights the commercial strength of Brazilian football broadcasts.
Key details
Globo has reached a historic milestone for its football broadcast projects in 2026, securing an unprecedented R$3 billion in advertising revenue. The network successfully closed deals with 16 brands to sponsor the Campeonato Brasileiro and the Copa do Brasil, reinforcing the massive commercial appeal of Brazilian football.
Every sponsor from 2025 renewed their contracts, demonstrating strong confidence in Globo's football programming. Notable returning brands include Amazon.com.br, Ambev, Fiat, Itaú, Natura, Perdigão, and Vivo. Additionally, the betting company Betano secured the top five-second advertising slot across both Sportv and Premiere channels, joining other major sponsors like Ambev, Bradesco, and Stellantis in these premium positions.
The sponsorship landscape includes a variety of sectors, with Bradesco, Stellantis, C6 Bank, 99 Food, Bet365, and Superbet also committing to support the project, reflecting diverse commercial interests in football's broad audience. Ambev, Bradesco, and RAM have particular prominence on Sportv programming.
This financial success highlights the central role football continues to play in Brazilian culture and media, with Globo's project capitalizing on its status as the nation's top football broadcaster.
According to Folha de S.Paulo, Globo has "achieved a historic record in advertising revenue for football broadcasts in 2026," with deals sealed with 16 companies amounting to R$3 billion (Source ID: 123356). G1 reports the full roster of confirmed sponsors, emphasizing that "all 2025 sponsors renewed their contracts," including giants like Amazon.com.br and Ambev, and details Betano's significant advertising purchase (Source ID: 123357).
Globo’s ability to renew and expand sponsorship deals underscores the enduring popularity and commercial viability of Brazilian football as a platform for top brands in 2026.