# SBT programming strategy shifts

> Live situation record from CLSTR: https://clstr.news/situations/sbt-programming-strategy-shifts
> Updated: 2026-09-14T14:51:09.000Z. Sources: 6. Developments: 2.

The Brazilian broadcaster SBT has undergone a strategic shift regarding its programming content. Initially, the network moved to prioritize live football over original telenovelas due to the high costs of drama production and low advertising returns. During this period, SBT sought to increase prime-time viewership by negotiating Champions League rights through 2031 and pursuing broadcasting packages for the Copa do Brasil.

However, following the loss of the Copa do Brasil rights to Globo for the 2027–2030 period, SBT has adjusted its strategy. The network now plans to reinvest in national drama production, aiming to launch an adult-oriented telenovela in 2027 through a partnership with JPO Entertainment.

## Timeline

### 2026-09-14: Globo secures major football rights as SBT pivots to drama

Globo has secured Copa Libertadores rights for SporTV through 2030, while SBT shifts focus to telenovela production after losing major football broadcasting opportunities.

6 sources. https://clstr.news/cluster/globo-secures-major-football-rights-as-sbt-pivots-to-drama

### 2026-08-17: SBT shifts focus from original telenovelas to live football

SBT is prioritizing live football broadcasts over original telenovela production due to high costs and strong commercial returns from sports, which can boost prime-time viewership by 25%.

2 sources. https://clstr.news/cluster/sbt-shifts-focus-from-original-telenovelas-to-live-football

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Cite as: SBT programming strategy shifts. CLSTR, https://clstr.news/situations/sbt-programming-strategy-shifts