Globo tries to buy NFL game in Brazil in September, but gives up after high prices

Globo tried to acquire the broadcasting rights for the game between the Philadelphia Eagles and the Green Bay Packers, a match for week 1 of the NFL, the American football league, which will take place in Brazil on September 6th, at the Neo Química Arena, in São Paulo.

The match will take place on a Sunday, starting at 9:15 pm (Brasília time). The Brazilian broadcaster sought the event in July, when the NFL’s international match package was still being negotiated. In other words, those games that take place outside the United States.

The company was interested in the game to be shown on SporTV, its sports channel on pay TV, in addition to showing some flashes and details in journalistic coverage on open TV programming.

Another point that made Globo open its eyes was the commercial success of ESPN and RedeTV! with NFL games. Even though the games are not a big hit in terms of audience, the audience that watches the NFL is made up of 75% of viewers from the AB class, the one with the greatest purchasing power to buy products.

However, the amounts requested for the packages to be negotiated were considered high by the channel. In addition, the NFL prioritized its current partners, such as ESPN and RedeTV!, to close the deal. Cazé TV also reached an agreement.

The possibility of the competitor showing the match in Brazil on the NFL was a topic especially on RedeTV!, which feared losing a profitable product again, as happened years ago, with the UFC and the Série B of the Brazilian Championship.

This is not the first time that Globo has tried to include NFL games under its umbrella. Before the COVID-19 pandemic, in 2020, the broadcaster approached the league to try to acquire a 90-game package per season, which was about to expire on ESPN. The negotiations were not opened because the Disney sports channel had already submitted a renewal of the package.

It is worth remembering that, on the same day, September 6, at 9:45 pm (Brasília time), Globo will broadcast the match between Brazil and Ecuador, for the 2026 World Cup qualifiers, competing directly with the NFL match on open TV and subscription TV.