Formula 1 Broadcasting Changes in Brazil: An In-Depth Analysis

Formula 1 has long been a thrilling spectacle for motorsport enthusiasts around the globe. As the sport continues to evolve, so too do the broadcasting rights that allow fans to experience the excitement of each race. In Brazil, a significant shift is set to occur in the broadcasting landscape, stirring mixed reactions among fans. This article aims to explore the upcoming changes in Formula 1 broadcasting rights in Brazil, the historical context of viewership, and the implications these changes may have on the sport’s popularity in the country.

Current Broadcasting Landscape

As of now, the Brazilian broadcaster Band is the home for Formula 1, providing live coverage of all Grand Prix events and qualifying sessions. This arrangement is set to continue until the end of the current season. However, starting in 2026, the broadcast rights will transition to Globo, one of Brazil’s major television networks.

This upcoming change has sparked considerable conversation across various social media platforms, with many fans expressing disappointment and frustration regarding the transition. Some believe that Band has rekindled interest in Formula 1 among Brazilian viewers, and fear that Globo’s upcoming involvement could alter the viewing experience.

Band’s Contribution to Formula 1 Viewership

The role of Band in broadcasting Formula 1 has been pivotal in recent years. Since they took over the rights in 2021, they have showcased a range of races that have captivated audiences. The broadcasting strategy employed by Band has reportedly contributed to a resurgence in viewership for Formula 1, prompting fans to rally for the continuation of their broadcasts.

In order to understand the impact Band has had on Formula 1’s audience in Brazil, it is essential to analyze the viewership statistics from the seasons they have aired. For this analysis, we will utilize data from Kantar, which measures household viewership, excluding public venues such as bars and restaurants.

Audience Metrics: A Closer Look

The last year that Globo aired Formula 1 was 2020, a season marked by the COVID-19 pandemic. During this year, Globo achieved an average viewership of 8.9 points, which was a slight decrease from 2019, where they had a 9.3 average. The 2020 season featured 17 races, with Globo broadcasting 16 of them live, while one event was shown as a replay.

When Band took over in 2021, they entered a thrilling season characterized by a dramatic title fight between Max Verstappen and Lewis Hamilton, culminating in a nail-biting finale that resulted in Verstappen’s championship win. Band’s average viewership during their first season was 4.0 points, showcasing a significant dip compared to Globo’s previous figures.

The following year, 2022, saw a minor decline in viewership to 3.7 points. This decrease can be attributed to a variety of factors, including the return of races scheduled for early morning slots, which traditionally attract fewer viewers. Additionally, the Mexican Grand Prix was broadcast as a replay that year, further impacting viewership figures.

The 2023 season marked a more substantial decline, with an average of only 2.8 points, representing a drop of 0.9 points from the previous season. This downward trend continued into 2024, where the average viewership fell even further to 2.5 points across 24 races.

As of the 2025 season, which will be the final year of Band’s current contract, data indicates a slight recovery in viewership, with an average of 2.8 points following the completion of the British Grand Prix, which concluded the first half of the season. This figure reflects a marginal increase of 0.3 points compared to 2024, but remains consistent with the 2023 numbers.

Globo’s Return: A New Chapter in Formula 1 Broadcasting

Looking ahead to 2026, Liberty Media, the organization that oversees Formula 1, had several proposals from Brazilian broadcasters vying for the rights. Ultimately, they selected Globo to take over the broadcast, despite Globo’s offer being financially less lucrative than those from Band and Record, another competitor. Globo proposed a deal worth $8 million, whereas Band and Record offered $10 million and $13 million, respectively, both of which included plans to broadcast the entire season on free-to-air television.

Under the new agreement, Globo will air 15 races live on open television. The remaining nine races will be exclusively available on Sportv, Globo’s pay-TV sports channel. This strategy may limit accessibility for some viewers who prefer watching events on free-to-air platforms.

The new broadcasting contract with Globo is set to last for three years, beginning in 2026 and concluding in 2028. Globo’s decision to invest in Formula 1 is based on their anticipation of achieving an average of at least 8.0 points in viewership per race, a target that reflects their confidence in regaining a significant audience for the sport.

Historical Viewership Trends

To further contextualize the changes in broadcasting rights and their implications on viewership, let’s examine the average ratings over recent years. The data illustrates a clear trend in the shifting landscape of Formula 1 broadcasting in Brazil:

• Globo’s Average Viewership:

  • Average 2019: 9.3 points
  • Average 2020: 8.9 points
• Band’s Average Viewership:
  • Average 2021: 4.0 points
  • Average 2022: 3.7 points
  • Average 2023: 2.8 points
  • Average 2024: 2.5 points
  • Average 2025 (up to the British GP): 2.8 points

The statistics reveal a stark contrast in audience engagement before and after Band took over the rights. While Band’s initial season showed promise, the subsequent years indicate a troubling decline. The anticipation surrounding Globo’s upcoming broadcasts raises questions about how the network will approach their coverage and whether they can rejuvenate interest in the sport among Brazilian fans.

The Future of Formula 1 in Brazil

As the landscape for Formula 1 broadcasts in Brazil shifts, the future of the sport’s popularity remains uncertain. The transition from Band to Globo represents not just a change in broadcasting rights, but also an opportunity for a fresh approach to how the sport is presented to the Brazilian audience.

Globo’s reputation as a leading broadcaster provides them with a platform to potentially reach a broader audience. Their established promotional strategies and marketing capabilities may help in reigniting enthusiasm for Formula 1 among fans who may have drifted away during Band’s tenure.

Moreover, the ability to showcase live races on a major network could attract casual viewers, creating a larger fan base for the sport. The challenge will be in how Globo navigates the balance between live broadcasts and the exclusive content available on Sportv, ensuring that they meet the expectations of both dedicated fans and new viewers.

Conclusion

In summary, the upcoming transition of Formula 1 broadcasting rights from Band to Globo marks a crucial turning point for the sport in Brazil. With historical viewership data indicating fluctuations in audience engagement, the new era of Formula 1 broadcasts presents both challenges and opportunities. As fans await the return of Globo’s coverage in 2026, the broader implications of this shift on the sport’s popularity in Brazil will unfold, shaping the future of Formula 1 for years to come.