Traffic Creates Flow of European B’cast Deals for South American Soccer

February 22, 2011

Sao Paulo-based agency Traffic, marketers for the media rights to major soccer tournaments, have completed a string of deals with European broadcasters for the television rights to major South American matches.

Among the competitions that Traffic market the rights for include the Copa America in Europe, and top European competitions – including England’s FA Cup – in South America.

An agreement has been reached in Portugal with Sport TV, who will broadcast the 2011 Copa America, the continental championship for national teams, as well as the biggest tournament in South American club soccer, the Copa Santander Libertadores, in 2011 and 2012. Sport TV will also air matches from the Copa do Brasil, the Brazilian domestic knock-out competition.

Sport1 of Germany, have secured TV and internet rights to this year’s Copa America. Meanwhile, Argentina’s home qualifying matches for the 2014 Fifa World Cup will be shown on TV2 in Norway and Supersport in a number of countries in sub-Saharan Africa.

As well as its operations in broadcast media and sponsorship activation, Traffic manages an investment fund worth just over US$24 million to take leading soccer players to new clubs. In January, this group was central to a deal that brought former Fifa World Player of the Year Ronaldinho home to Brazil from AC Milan to play for Rio de Janeiro club Flamengo.