CBF takes over commercial negotiations for the Copa do Brasil and limits betting.

The Brazilian Football Confederation (CBF) has decided to directly handle the negotiation of commercial rights for the Copa do Brasil, dispensing with an intermediary agency that previously operated this aspect. The organization already has established criteria for selecting advertisers, emphasizing brand diversity and rejecting what they internally call an "overdose" of betting companies.

According to Globo Online, the priority for the officials responsible for marketing the tournament is to limit betting to a single brand across the competition's properties. The logic, according to the organization, is to avoid saturating the segment, which already predominates in other Brazilian football products.

The second criterion involves the quality of the advertiser portfolio. The CBF wants to close contracts with brands that are more prestigious and established in the market, reducing the space for little-known companies. The internal assessment is that linking the Copa do Brasil to businesses with a weak image could harm the competition.

To achieve this, the organization admits it will need to forgo maximizing revenue. The bet is that selectivity in choosing sponsors will lead to gains in enhancing the tournament's image in the medium term.

Transmission and signal production rights

The more cautious approach in the commercial area occurs at a time of financial leeway. The broadcasting rights for the Copa do Brasil for the 2027-2030 cycle were negotiated for more than R$ 4 billion, an increase of approximately 80% compared to the previous period.

Five networks have already signed contracts to broadcast the games: Globo, SporTV, Premiere, Amazon Prime, and GE TV. ESPN is in the final stages of negotiations to join the group.

Starting in 2027, the CBF (Brazilian Football Confederation) will also take over the production of the match signal. This change will standardize image quality and visual identity across all broadcasts, regardless of the channel showing the game. Among the properties that will be commercially available within the broadcast itself are a stopwatch, extended scoreboard, statistical inserts, player of the match graphics, team lineup information, and goal seals.