YouTube revealed during Brandcast, an event aimed at the advertising market, that it signed an agreement with Liga Forte União (LFU) to broadcast 38 games from the Brasileirão Série A. The contract, valid for three years, provides that the matches will be broadcast on CazéTV.
According to data from the platform, CazéTV reached more than 43 million unique users during the Paris 2024 Olympic Games, highlighting the growth in consumption through connected televisions. YouTube points out that, on average, more than 1 billion hours of content are consumed daily on TV, and in Brazil, the platform already has more than 75 million people watching on this screen.
All sponsorship quotas for 2025 have already been sold. Brands such as Casas Bahia, Claro, Hypera, McDonald’s, PagBank, Stellantis and Unilever will be the sponsors of the broadcasts. The project will also include best moments, analysis and other content aimed at the sports audience. Currently, more than 35 billion hours of sports content are consumed annually on YouTube.
Patrícia Muratori, director of YouTube in Latin America, highlighted the change in the behavior of sports fans. “Football is a national passion, and since 2019 we have been working to bring this sport live to YouTube. In the beginning, we needed to teach people how to watch the platform directly from TV, but today Brazilians have already mastered this connection”, he stated.
Marcelo Paz, president of Liga Forte União, highlighted the importance of the agreement: “This partnership with Google reinforces LFU’s commitment to bringing the Brasileirão to as many fans as possible in an innovative way, using the unique resources that YouTube offers.”
Commercial Format
The commercial package for the 2025 broadcasts includes branded content, media insertions on the CazéTV channel, as well as activations on social media. Brands will also have the opportunity to be featured on the YouTube homepage and during live games.
“We are living in a new era of entertainment on connected TV, which is transforming the way we produce and consume video in Brazil”, commented Fabio Coelho, president of Google Brazil. “This innovative partnership for the Brasileirão broadcast reinforces YouTube’s power in connecting brands and consumers.”
Expansion of Sports Content on YouTube
YouTube has invested in strengthening its sports content in Brazil. In addition to the Brasileirão, the platform has already broadcast competitions such as the Copa do Nordeste and Paulistão, consolidating its presence in the live broadcast market. In 2025, YouTube will show 16 Paulistão matches, in addition to 50 Paulistão Feminino and Copinha matches.
With the success in broadcasting national and international championships, such as the World Cup and the Olympics, YouTube positions itself as one of the main sports content platforms in Brazil, offering free access to fans on various devices.
