Grupo RBS announced a major expansion of its digital ecosystem and sports coverage, strengthening the reach of its Gaúcha brand across Rio Grande do Sul and beyond. The move comes as Gaúcha approaches its 100th anniversary in 2027 and as the company prepares for the upcoming FIFA World Cup. The broadcaster, which holds a FIFA license, said it will deepen its connection with audiences through new digital channels, live programming, and social media presence focused on news and sports.
The expansion includes two dedicated YouTube channels, Gaúcha and Gaúcha Esportes, as well as new profiles on Instagram, TikTok and Kwai. According to RBS, the goal is to increase the brand’s autonomy, visibility and relevance in a media environment where audiences are increasingly consuming content across multiple platforms. The company said the new strategy is designed to create communities where people can follow news, sports and special coverage in real time while recognizing Gaúcha as part of their daily lives.
RBS CEO Patrícia Fraga announced the initiative during a special edition of Gaúcha Atualidade broadcast from Largo Glênio Peres in downtown Porto Alegre. The launch was accompanied by a new advertising campaign built around the slogan “Tá na tua vida, tá na Gaúcha,” created by the agency HOC with a film produced by O Clube. The campaign highlights the connection between the brand’s traditional radio presence and its growing digital footprint.
The company also unveiled Gaúcha Passo Fundo, a new radio station aimed at expanding its hyperlocal coverage in the northern region of the state. The station joins Gaúcha Serra and Gaúcha Zona Sul as part of RBS’s regional strategy. The initiative builds on the digital project GZH Passo Fundo, launched in 2023, and is intended to strengthen local journalism and audience engagement in the area.
In Porto Alegre, several of the company’s flagship programs were staged from different locations as part of the special programming day. Gaúcha Atualidade, Timeline and Sala de Redação were broadcast from various points in the city, while Gaúcha+ aired live from Passo Fundo. Later, Conversas Cruzadas was transmitted from PUCRS and Show dos Esportes from Gaúcha Sports Bar. Throughout the day, reporters also joined the coverage from Pelotas, Caxias do Sul, Rio Grande and Santa Maria, underscoring the company’s statewide reach.
Sports coverage will receive a major boost ahead of the FIFA World Cup in the United States, Mexico and Canada. During a special edition of Sala de Redação on May 27, RBS announced a team of 20 reporters who will travel to the tournament. Led by Pedro Ernesto, who will attend his 13th World Cup, the group will provide coverage from both inside and outside the stadiums for audiences in Rio Grande do Sul.
RBS said the World Cup operation will involve hundreds of professionals across its media outlets, delivering news, service, analysis, entertainment and fan coverage throughout the competition. The company also plans a special broadcast for Brazil’s first match on June 13, alongside celebrations marking 10 years of Gaúcha Sports Bar.
