If you’re going to SP and want to go direct from the UK, you really only have a choice between BA and Tam (the Brazilian carrier).
Tam is substantially cheaper, and frankly, there ain’t much in it service-wise. Tam staff are all Brazilian though, so a bit of ‘please and thank-you’ type Portuguese doesn’t go amiss when dealing with them. BA aircrew will all be British.
Over the last year, I’ve been about 10 times and went Tam for nearly all. Only went BA when I had late notice and couldn’t get an economy Tam seat.
Economy on Tam isn’t bad, but they charge extra for exit-row seats, and you can only book them at check-in, which means getting there early. Biz-class is lovely, but properly pricey.
As there’s only one flight a day from Heathrow to SP on BA or Tam, the flight is always full, so never any chance of an upgrade even if you have the points for it.