SBT President calls for broadcaster unity against rising sports rights costs

Daniela Beyruti, president of the Brazilian broadcaster SBT, has called for unity among domestic television networks to combat the rising costs of sports broadcasting rights. Beyruti noted that the inflation of these costs has accelerated following the COVID-19 pandemic.

She emphasized that the industry must overcome existing divisions between major associations, specifically referencing the split between Abert, which includes SBT, Band, and TV Globo, and Abratel, which includes Grupo Record and Rede TV!.

Beyruti also highlighted a shift in the competitive landscape, stating that traditional broadcasters are no longer just competing with each other, but are fighting for audience attention against international groups and streaming platforms like YouTube.