Boosted by the success of the Campeonato Paulista in recent years, Record is determined to expand its sports programming. Edir Macedo’s broadcaster made a proposal for the rights to broadcast the Euro 2024 and 2028, in a competition that ended at the end of May. Globo, SBT and ESPN are also in the running, and the result will be announced this month.
According to information from columnist Daniel Castro, from UOL, Antonio Guerreiro, Vice President of Journalism at Record, led the initiative with the support of the commercial area. The broadcaster celebrated the increase in the collection of the 2023 Paulista Championship compared to the previous year, which led to the delivery of the proposal on May 22.
Record’s participation in the dispute surprised CAA Eleven, the agency responsible for negotiating the Union of European Football Associations (UEFA) tournaments. Record and SBT are fighting for the rights to broadcast on open TV, while Globo’s proposal also covers paid platforms, such as cable TV and streaming. Disney, following Globo’s strategy, is interested in strengthening ESPN and Star+.
In fact, Record has reason to look for more football, as the Campeonato Paulista 2023 averaged 11 points in Greater São Paulo (SP) and frequently outperformed Globo on Sunday afternoons. In addition, the station was able to attract large advertisers, such as Claro, McDonald’s and Itaú, who generally do not invest in their programming. O reality show A Grande Conquista, for example, has struggled to attract high-end advertisers.
Who can more?
Record’s past experience could be an asset in this dispute. The broadcaster broadcast the Euro Cup in 2004 and 2008, reaching good ratings and beating Globo in elimination games. This initiative contributed to popularize European football in Brazil.
In turn, Disney has an ace up its sleeve: it acquired the rights to broadcast the Euro Cup in neighboring countries. Recently, the Mickey Mouse company was declared the winner in the dispute for exhibition rights throughout Latin America and the Caribbean. The same is expected to happen in Brazil.
Globo, on the other hand, intends to maintain an event that was of great importance in a challenging moment. The Euro Cup helped sustain SporTV’s numbers after the leading broadcaster lost the rights to broadcast Libertadores on pay-TV, in a measure to reduce costs.
Meanwhile, SBT intends to become the “home of European football” on open TV. Silvio Santos’ broadcaster already owns the rights to broadcast the Champions League, Europa League, Conference League and European Super Cup until 2024. SBT’s proposal for the Eurocopa was considered “good” behind the scenes. So, who do you think is the best in this giant dispute?
Euro 2024 will be held in Germany from June 14 to July 14 next year. The 2020 edition (played in 2021 due to the Covid-19 pandemic) was a success on Brazilian television, with Globo and SporTV breaking audience records.
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