How Brazil's Globo TV Uses Its Massive Reach to Snag Partnerships With Brands Like Unilever and Vivo

The network has nearly 100 million viewers a day

RIO DE JANEIRO – After hosting the 2014 World Cup, which ended in an excruciating loss for the national team, most soccer-obsessed Brazilians will find themselves in front of their TVs once again to watch next year’s matches from Russia.

This week Globo TV, the Brazilian rights-holder for the World Cup, and several other 2018 national and international tournaments, announced it has lined up six new advertisers, including Banco Itaú, Chevrolet, Unilever and telecoms giant Vivo with more than $130 million in advertising commitments.

The

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