Brazilian broadcasting giant Globo has expanded its international sports portfolio by securing media rights to the 2026 Winter Olympic and Paralympic Games, to be hosted in Italy’s Milan-Cortina region. This move further strengthens Globo’s positioning as a dominant force in sports broadcasting across Latin America, with coverage set to span Sportv (its pay-TV arm), free-to-air channels, and digital platforms.
This rights acquisition builds on Globo’s coverage of the 2022 Winter Olympics and aligns with its long-term commitment to the Olympic movement, having already secured rights for the 2028 Summer Olympics in Los Angeles. It also reflects Globo’s renewed ambition to cater to Brazil’s growing winter sports interest—a segment historically underrepresented in a country known for its summer sports prowess.
The 2026 Winter Olympics, scheduled from February 6 to 22, will feature approximately 650 athletes across 79 events in six sports, with Brazil already securing seven entries—an encouraging sign of the nation’s increasing engagement in cold-weather disciplines. The Paralympic Games will follow from March 6 to 15.
This is Globo’s second major broadcast announcement this week, following its exclusive rights deal for the Formula 1 World Championship from the 2026 season onward. Both agreements highlight the broadcaster’s shift toward high-value, globally resonant sports properties that combine legacy viewership with future growth potential.
The acquisition also comes as international broadcasters, such as Nine Entertainment in Australia, lock in their own deals for Milan-Cortina, signaling a competitive global market for Olympic media rights as digital consumption, athlete storytelling, and regional fanbases continue to evolve.
For Globo, this is not just about rights—it’s about long-term relevance. As Brazilian audiences diversify and demand multiplatform access, the integration of global events like the Winter Olympics represents a strategic blend of tradition and transformation.
