The quota distribution announced by Globo shows that the network worked to renew major advertisers on free-to-air TV while also integrating brands into its broader ecosystem (free-to-air TV, Sportv, Premiere, and GeTV).
According to the list released by Globo and Máquina do Esporte:
* TV Globo (renewals): Amazon, Ambev, Betnacional, Fiat, Itaú, Natura, Perdigão, and Vivo. Betano purchased the 5-second “TOP break” sponsorship during broadcasts.
* Sportv: Ambev, Bradesco, and Ram (a Fiat group brand). Betano also purchased the 5-second “TOP break” sponsorship during broadcasts. In 2025, Sportv had Jeep and Novibet among its sponsors; the lineup changed for 2026.
* Premiere: Ambev, Bradesco, Stellantis, and Betano.
* GeTV (new addition): 99Food, C6 Bank, bet365, and Superbet — these four brands enabled the expansion of sponsorship slots to as many as 16 partners.
Which ‘Bets’ are included in the package
Based on the disclosed inventory, the betting operators confirmed in Globo’s 2026 commercial lineup are at least: Betnacional, Betano, bet365, and Superbet.
In 2025, other betting brands were present in different segments (for example, Novibet on Sportv), but the 2026 composition was adjusted following new negotiations with the platforms.
Globo’s commercial strategy for 2026 targets an ambitious goal: to reach nearly R$ 6 billion (US$1.1bn) in revenue from its sports broadcasts — a goal that also depends on package sales tied to major events such as the 2026 FIFA World Cup, the Copa Libertadores, and women’s football.
The launch of GeTV, with its own commercial slots, allowed Globo to bring in additional partners — including betting operators seeking multiplatform exposure.
The growing presence of betting companies in sports sponsorships has become a consolidated trend in Brazil — studies have already shown their strong representation as main sponsors of football clubs and sports properties.
Source: GMB
