Leading broadcaster TV Globo and sister Internet portal Globo.com have purchased the exclusive TV and Internet rights for Festa do Peao Boiadeiro, the largest rodeo and country-music fest in Latin America.
Globo outbid rival broadcasters but did not disclose how much it paid for the rights to the 10-day fest, which started Friday.
The fest highlight is a nine-day bull-riding rodeo with top professional cowboys from Brazil, Argentina, Uruguay and Paraguay. Concerts feature local country music stars like Zeze Di Camargo and Luciano as well as American songstress Reba McEntire.
Taking place in the small town of Barretos, the 45th annual Boiadeiro festival is due to attract about 1.3 million visitors.