Broadcasting football rights in Brazil: the case of Globo and “Club of 13” in the antitrust perspective

Detalhes bibliográficos
Autor(a) principal: Mattos, César
Data de Publicação: 2012
Tipo de documento: Artigo
Idioma: por
Título da fonte: Estudos Econômicos (São Paulo)
Texto Completo: https://www.revistas.usp.br/ee/article/view/36077
Resumo: In 2010, the Brazilian Antitrust Authority -CADE- concluded an agreeement with Globo and the "Club of 13" on a three-year deal for the exclusive broadcasting rights to all Brazilian Football League (BFL) games spanning the five principal media platforms: free-to-air TV, pay TV, Pay per View, Internet and Mobile. The deal eliminates competition in broadcasting of Brazilian League games (primarily other networks, including Record, SBT, ESPN, etc.), reducing "competition in the market." However, it is plausible to assume that exclusivity can bring efficiencies to the market by ensuring a return on investments. In addition, the sale of broadcasting rights accounts for nearly 40% of the revenues of Brazilian clubs. Banning exclusivity will likely reduce revenues and dampen sector efficiency. However, the contract included a preference clause for Globo that adversely affected "competition for the market." Globo abandoned the preference clause under the agreement. Another important provision of the agreement was the requirement that the Club of 13 auction the five media platforms separately. This article examines the economic rationale of the agreement and provides a brief analysis of the main lessons arising from the fragmentation of negotiations in 2011.  
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spelling Broadcasting football rights in Brazil: the case of Globo and “Club of 13” in the antitrust perspectiveFutebolExclusividadeLeilãoTransmissão de jogos por televisãofootballexclusivityauctionTV game broadcastingIn 2010, the Brazilian Antitrust Authority -CADE- concluded an agreeement with Globo and the "Club of 13" on a three-year deal for the exclusive broadcasting rights to all Brazilian Football League (BFL) games spanning the five principal media platforms: free-to-air TV, pay TV, Pay per View, Internet and Mobile. The deal eliminates competition in broadcasting of Brazilian League games (primarily other networks, including Record, SBT, ESPN, etc.), reducing "competition in the market." However, it is plausible to assume that exclusivity can bring efficiencies to the market by ensuring a return on investments. In addition, the sale of broadcasting rights accounts for nearly 40% of the revenues of Brazilian clubs. Banning exclusivity will likely reduce revenues and dampen sector efficiency. However, the contract included a preference clause for Globo that adversely affected "competition for the market." Globo abandoned the preference clause under the agreement. Another important provision of the agreement was the requirement that the Club of 13 auction the five media platforms separately. This article examines the economic rationale of the agreement and provides a brief analysis of the main lessons arising from the fragmentation of negotiations in 2011.  O Conselho Administrativo de Defesa Econômica – CADE - entrou em acordo com a Globo e o chamado “Clube dos 13” em 2010 acerca da exclusividade de três anos no contrato de venda de direitos de transmissão dos jogos do campeonato brasileiro, englobando as cinco mídias relevantes: TV aberta, TV fechada, Pay per View, Internet e Celular. A prática exclui outros competidores do mercado de transmissão de jogos de futebol do campeonato brasileiro (no caso, principalmente, outras emissoras ou canais como Record, SBT, ESPN, etc..), comprometendo a “concorrência no mercado”. No entanto, é bastante plausível assumir que a prática de exclusividade neste mercado pode ter eficiências ao garantir o retorno de investimentos. Ademais, as receitas geradas pela cessão dos direitos de transmissão constituem hoje cerca de 40% das receitas dos clubes brasileiros. A remoção da prática de exclusividade pode reduzir os valores pagos, além de comprometer a eficiência do setor. De outro lado, o contrato também continha “cláusula de preferência” em favor da Globo, mitigando a “concorrência pelo mercado”. No acordo, a emissora abriu mão da cláusula de preferência. Outro dispositivo importante do acordo foi obrigar o clube dos 13 a leiloar as cinco mídias principais separadamente. A ideia do artigo é examinar a racionalidade econômica do acordo e uma breve análise das principais lições da fragmentação das negociações que acabou por ocorrer em 2011.Universidade de São Paulo. Faculdade de Economia, Administração e Contabilidade2012-06-30info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://www.revistas.usp.br/ee/article/view/36077Estudos Econômicos (São Paulo); v. 42 n. 2 (2012); 337-3621980-53570101-4161reponame:Estudos Econômicos (São Paulo)instname:Universidade de São Paulo (USP)instacron:USPporhttps://www.revistas.usp.br/ee/article/view/36077/38797Copyright (c) 2012 César Mattos http://creativecommons.org/licenses/by-nc/4.0info:eu-repo/semantics/openAccessMattos, César2020-12-10T19:52:42Zoai:revistas.usp.br:article/36077Revistahttps://www.revistas.usp.br/eePUBhttps://www.revistas.usp.br/ee/oaiestudoseconomicos@usp.br||aldrighi@usp.br1980-53570101-4161opendoar:2020-12-10T19:52:42Estudos Econômicos (São Paulo) - Universidade de São Paulo (USP)false
dc.title.none.fl_str_mv Broadcasting football rights in Brazil: the case of Globo and “Club of 13” in the antitrust perspective
title Broadcasting football rights in Brazil: the case of Globo and “Club of 13” in the antitrust perspective
spellingShingle Broadcasting football rights in Brazil: the case of Globo and “Club of 13” in the antitrust perspective
Mattos, César
Futebol
Exclusividade
Leilão
Transmissão de jogos por televisão
football
exclusivity
auction
TV game broadcasting
title_short Broadcasting football rights in Brazil: the case of Globo and “Club of 13” in the antitrust perspective
title_full Broadcasting football rights in Brazil: the case of Globo and “Club of 13” in the antitrust perspective
title_fullStr Broadcasting football rights in Brazil: the case of Globo and “Club of 13” in the antitrust perspective
title_full_unstemmed Broadcasting football rights in Brazil: the case of Globo and “Club of 13” in the antitrust perspective
title_sort Broadcasting football rights in Brazil: the case of Globo and “Club of 13” in the antitrust perspective
author Mattos, César
author_facet Mattos, César
author_role author
dc.contributor.author.fl_str_mv Mattos, César
dc.subject.por.fl_str_mv Futebol
Exclusividade
Leilão
Transmissão de jogos por televisão
football
exclusivity
auction
TV game broadcasting
topic Futebol
Exclusividade
Leilão
Transmissão de jogos por televisão
football
exclusivity
auction
TV game broadcasting
description In 2010, the Brazilian Antitrust Authority -CADE- concluded an agreeement with Globo and the "Club of 13" on a three-year deal for the exclusive broadcasting rights to all Brazilian Football League (BFL) games spanning the five principal media platforms: free-to-air TV, pay TV, Pay per View, Internet and Mobile. The deal eliminates competition in broadcasting of Brazilian League games (primarily other networks, including Record, SBT, ESPN, etc.), reducing "competition in the market." However, it is plausible to assume that exclusivity can bring efficiencies to the market by ensuring a return on investments. In addition, the sale of broadcasting rights accounts for nearly 40% of the revenues of Brazilian clubs. Banning exclusivity will likely reduce revenues and dampen sector efficiency. However, the contract included a preference clause for Globo that adversely affected "competition for the market." Globo abandoned the preference clause under the agreement. Another important provision of the agreement was the requirement that the Club of 13 auction the five media platforms separately. This article examines the economic rationale of the agreement and provides a brief analysis of the main lessons arising from the fragmentation of negotiations in 2011.  
publishDate 2012
dc.date.none.fl_str_mv 2012-06-30
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://www.revistas.usp.br/ee/article/view/36077
url https://www.revistas.usp.br/ee/article/view/36077
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://www.revistas.usp.br/ee/article/view/36077/38797
dc.rights.driver.fl_str_mv Copyright (c) 2012 César Mattos
http://creativecommons.org/licenses/by-nc/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2012 César Mattos
http://creativecommons.org/licenses/by-nc/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade de São Paulo. Faculdade de Economia, Administração e Contabilidade
publisher.none.fl_str_mv Universidade de São Paulo. Faculdade de Economia, Administração e Contabilidade
dc.source.none.fl_str_mv Estudos Econômicos (São Paulo); v. 42 n. 2 (2012); 337-362
1980-5357
0101-4161
reponame:Estudos Econômicos (São Paulo)
instname:Universidade de São Paulo (USP)
instacron:USP
instname_str Universidade de São Paulo (USP)
instacron_str USP
institution USP
reponame_str Estudos Econômicos (São Paulo)
collection Estudos Econômicos (São Paulo)
repository.name.fl_str_mv Estudos Econômicos (São Paulo) - Universidade de São Paulo (USP)
repository.mail.fl_str_mv estudoseconomicos@usp.br||aldrighi@usp.br
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