SBT intensifies investments in soccer, prioritizing competitions like the Copa do Brasil and Champions League to boost viewership.
The Brazilian television landscape is undergoing a strategic reconfiguration, and SBT is boldly positioning itself by prioritizing soccer in its programming lineup. Silvio Santos’s broadcaster has directed its efforts towards the country’s most popular sport, observing the growing return in terms of viewership and, consequently, advertising revenue. This shift represents a significant change, with soccer gaining prominence at the expense of its own telenovela productions, which currently present high costs and commercial returns below expectations.
SBT’s decision reflects a market analysis indicating soccer’s potential to attract and engage a massive audience. The strategy includes the maintenance and expansion of broadcast rights for major tournaments, solidifying the broadcaster as a relevant player in the national sports scene.
Focus on Major Competitions
SBT’s appreciation for soccer is not new, but it has been intensifying. The broadcaster seeks to renew the contract for the broadcast of the UEFA Champions League, one of the most prestigious club tournaments in the world. Additionally, there is a strong commitment to negotiate the rights for the Copa do Brasil with the CBF, aiming to secure the broadcast of the national knockout tournament on free-to-air TV.
This move underscores SBT’s perception that soccer offers superior engagement and a more robust financial return compared to other productions. The broadcaster already shows optimism with the proposal submitted to Warner for the renewal of the Champions League until 2031, reinforcing its commitment to the continuity of major broadcasts.
Audience and Revenue Returns
The recent success of sports broadcasts on SBT serves as a catalyst for this new strategy. The broadcaster registered a 25% increase in prime-time viewership even before the last World Cup, an event that solidified internal perception regarding the sport’s potential. Currently, SBT holds the rights to the Copa Sudamericana and the Champions League, with names like Tiago Leifert leading the commentary, adding even more value to its coverage.
Negotiations for the Copa do Brasil, for example, involve a proposal of approximately R$150 million for a secondary package of games, which demonstrates the high investment the broadcaster is willing to make to strengthen its presence in soccer. The CBF, in turn, continues to analyze offers from different companies, but SBT is betting on a positive outcome to expand its portfolio of competitions.
SBT envisions a future where soccer not only dominates its programming but also significantly boosts its financial results and its position in the television market. The expectation is that, by centralizing efforts on major tournaments, the broadcaster aims to build a loyal viewership and attract new advertisers, solidifying its position as a leading reference in sports broadcasts in Brazil. The continuation of negotiations for the Copa do Brasil and the imminent renewal of the Champions League are crucial steps in this trajectory of valuing sports on SBT’s screen.
M360 Team
