TV Globo has secured eight sponsorship slots for its national football package for 2026, which includes Copa do Brasil and Campeonato Brasileiro matches. This package covers free-to-air TV, with streaming services on Globoplay and the GE portal. Among the brands that will be featured in the TV broadcasts are the betting companies Betnacional and Betano. Bet365 and Superbet will sponsor football on GE TV.
Among the advertisers that will be present in the broadcasts are brands from various sectors. But which betting companies will sponsor the Brasileirão broadcast on the 26th? Among the sponsoring segments, such as banks, online stores, food, and beverages, are the betting companies Betnacional and Betano, Bet365, and Superbet.
These companies will exercise their right of first refusal with the broadcaster and will remain in the advertising slots for the next season. In addition to the eight main slots, Betano acquired the top 5-second slot.
Check out the brands:
- Betnacional,
- Betano (Top 5 seconds)
- Bet365 (exclusive on GeTV)
- Superbet (exclusive on GeTV)
- Amazon
- Ambev
- BRF (Perdigão)
- Itaú
- Natura
- Stellantis (Fiat)
- Vivo
The package comprised of tournaments promoted by the Brazilian Football Confederation (CBF) is one of the most significant for the media company.
And how many games will Globo broadcast on free-to-air TV in 2026? Globo channels will broadcast 38 games from the Brazilian Championship, eight from the Copa do Brasil and the Supercopa in a presentation that includes Globoplay, Viu and digital.
In broadcast television alone, each of the available advertising slots has a list price of R$ 293 million (not considering the discounts normally applied in negotiations with agencies and advertisers).
All of Globo’s communication channels in football.
In the case of Sportv, the broadcasts of the same tournaments will be sponsored by Ambev, Bradesco, and Stellantis (RAM), in addition to Betano in the top 5 seconds. There will be 76 matches of national football, with the four main sponsorship slots valued at R$ 88 million each.
Premiere will broadcast more than 400 games. The advertising slots for these channels were closed with Ambev, Betano, Bradesco, and Stellantis, each worth R$ 38 million according to the official price list.
On the new Ge TV, the sponsors will be 99Food, C6 Bank, Bet365, and Superbet. The multimedia platform will broadcast the same games as on free-to-air TV, and each of its advertising slots has a price tag of R$ 40 million.
Therefore, based on the established rates, Globo’s national football package totals approximately R$ 3 billion. For comparison, the 2025 package raised approximately R$ 2.5 billion.
Globo is still negotiating with the advertising market for three other football packages for 2026: the World Cup, the Copa Libertadores, and the Brazilian Women’s Championship.
Betnacional maintains exclusivity in odds inserts.
The new agreement also maintains Betnacional’s exclusivity for broadcasting odds inserts during live matches. This format connects real-time betting odds with the games being transmitted by the broadcaster.
According to Alvaro Garcia, CMO of Flutter Brazil, the group that brings together the Betnacional and Betfair brands in the country, football resonates very well with the brand. “Globo’s football coverage is one of the most valuable television properties in Brazil and continues to be a strategic platform for brands that want to engage with a large audience.”
“The renewal for 2026, a year in which football is our focus, reinforces our commitment to consistently investing in mass media, always seeking the best ways to integrate the fan experience with the world of sports betting,” he states.
