Business
SBT's World Cup Coverage and Tiago Leifert's Versatility
Fernando Henrique Ahuvia discusses sports PR routines and the broadcaster's transmedia dynamics.
Fernando Henrique Ahuvia detailed the infrastructure assembled by SBT for its World Cup coverage after a 28-year hiatus. In a behind-the-scenes press discussion, brand monitoring and Tiago Leifert's career across television and digital platforms were highlighted.
Fernando Henrique Ahuvia, who works in communications planning at SBT, spoke with Bruno Gimenes on Marketing - The Podcast about the behind-the-scenes operations of the network's World Cup coverage and professional adaptability within the audiovisual market. The conversation was part of a broader discussion on the dynamics between news reporting and public relations.
In the video above, Ahuvia details the experience of working on the tournament's broadcast after the network's long absence from the sporting event. "Twenty-eight years later, it broadcasted a World Cup again, and it was a very intense experience, but also very special," says Ahuvia, comparing his recent PR work with his prior experience covering the 2014 World Cup as a reporter.
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PR routines during major event coverage
Communications operations during major sporting events require continuous alignment between production teams, on-air talent, and media outlets. Ahuvia explains that working behind the scenes involves managing unpredictable demands, daily crises, and exposure opportunities.
"It took months of preparation, countless story pitches, interviews, press conferences, last-minute changes—which happen all the time—and constant problem-solving," says Ahuvia regarding the fast-paced workflow leading up to and during the broadcasts.
Brand monitoring and audience perception
The broadcast lineup brought together established veterans and rising names in sports journalism, including Mauro Naves, Galvão Bueno, André Galvão, Nina Galhote, and Carol Barcellos. Audience reception was tracked directly through the network's sentiment analysis tools.
Ahuvia notes that internal monitoring revealed a favorable response to the on-air team: "According to our market intelligence studies, over 80% of the mentions about the World Cup on SBT were positive or neutral, praising this crew." To monitor real-time social media sentiment, Ahuvia explains that he maintains dedicated accounts solely to track reactions to shows and clients.
Tiago Leifert's transition and versatility
Tiago Leifert's presence on the team was highlighted during the conversation as an example of reinventing oneself across traditional and digital formats. Beyond sports coverage, the presenter's career spans gaming, entertainment, and live streaming.
"Whatever project you hand him, he excels. He revolutionized Globo Esporte back in the day, worked on other sports initiatives, and then moved into entertainment," notes Ahuvia, recalling the host's work on shows like The Voice Brasil and Big Brother Brasil before his return to sports commentary.
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