CBF inks global rights deals with GSRM, Zeus-Stats Perform; DAZN-Mycujoo partner on Serie C
CBF, the Brazilian soccer federation, today officially unveiled Global Sports Rights Management, a consortium formed by Latin American media executives, and a joint venture from Zeus Sports Marketing and Stats Perform as the exclusive international media rights agency and international betting streaming and data rights partner, respectively, of the country’s top two domestic leagues.
The proposals were initially approved in April by the CBF and the CNC, the National Club Commission, following a year-long sales process.
The Brasileirão Serie A and Serie B clubs have entered into a four-season contract with the two parties, covering 2020 to 2023.
GSRM said its main objective will be “to increase the visibility and interest of consumers from all over the world in Brazilian football through the distribution of matches on television, cable TV, pay-per-view and streaming.”
Its deal covers international free-to-air, pay-TV, pay-per-view, internet and over-the-top rights to the two leagues, with a minimum guarantee of $10 million. In addition, there is a revenue-sharing element to the agreement based on sales performance.
The contract excludes Portuguese-speaking countries, which come under the control of Brazilian rights-holder Globo, the domestic broadcasting giant.
GSRM will create an OTT streaming platform to show all matches of the Série A and Série B, which can be accessed in all global territories outside of Brazil.
The new season of the domestic leagues got underway this past weekend.
The consortium added that its idea is to “export Brasileirão's image through direct sales to consumers, and also to explore opportunities such as sponsorships for the Brazilian football product, the creation of branded content and virtual advertising during broadcasts, among many other possibilities to generate earnings for clubs.”
Stats Perform’s exclusive multi-year deal with the leagues commences with immediate effect.
The deal forms part of Stats Perform’s betting content portfolio which also includes Spain’s LaLiga, the French Ligue 1, North America’s MLS, and women’s tennis’ WTA.
Hernan Donnari, chief executive of GSRM, said: “The main focus of our work is to increase the visibility of the Brasileirão Serie A and Serie B championships abroad and to take it to a higher level of international exposure. Today there is already a great interest, not attended, for Brazilian football in markets in Asia, Latin America, North America and Europe.”
Josh Burack, partner and managing director, Zeus Sports Marketing Asia Pacific, added: “ZSM is delighted to have orchestrated this landmark commercial arrangement between the CBF, the clubs commission and Stats Perform which ensures that Brazilian football returns to the betting and data arena. We look forward to serving Stats Perform, the CBF and all 40 clubs from the top two divisions to bring this high-profile football content to services around the world.”
The CBF and the clubs had been seeking a long-term partner to help distribute international rights since a three-year deal with Globo ended in 2018.
In February there were four offers on the table for the package of rights, including from IMG, the renowned international sports agency, TVN Sports, a Brazilian streaming platform, and Betsul, a domestic betting operator but the tender was subsequently amended to split the betting and data rights from the international broadcast rights.
The rejigged inventory attracted bids from the Pitch International and Sportfive agencies, as well as from GRSM. Not all bids included minimum guarantees.
Globo remains the dominant broadcaster of Serie A in Brazil, although rival Turner Latin America holds pay-television rights to some clubs.
GSRM was set up by Matias and Raul Rivera, co-founders of Fanatiz, the Miami-based over-the-top streaming platform that shows Latin American soccer, David Belmar, president of 1190 Sport, a South American commercial sports agency, and Donari, a former senior executive at Fox Sports Latin America.
Meanwhile, MyCujoo, the international soccer streaming platform, today announced a partnership with DAZN, the international over-the-top subscription broadcaster, to provide coverage of every match in the third-tier Serie C this season.
As part of the agreement, which was also concluded with the CBF, up to six matches per round will be available via pay-per-view on the Mycujoo.tv live soccer streaming platform.
DAZN will retain the top pick of games and continue to show four exclusive matches per round, in addition to showing all matches from the second stage of the competition on its own OTT platform.
Serie C matches streamed on MyCujoo.tv will be available to watch online, on mobile devices, and connected TVs.
With all games in the country being played behind closed doors, Terence Gargantini, MyCujoo’s director of Brazil and Latin America, said: "This arrangement will also support the sustainability of Brazilian football, providing clubs with an alternative revenue stream when ticketing income has been heavily impacted."