The aim of this study was to characterize the cure reaction of styrene-butadiene rubber (SBR) composites containing industrial rubber scraps. Different proportions of SBR ground scraps (SBR-r), varying from 10 to 80 parts per hundred of rubber, were incorporated into a base formulation of identical composition. Crosslink formation and the kinetics of the cure reaction were evaluated through oscillatory disk rheometry, differential scanning calorimetry, and crosslink density. Cure characteristics, such as scorch time and cure time, decreased with increasing SBR-r content. Minimum torque indicated only a small variation in the viscosity with the incorporation of SBR-r. The maximum torque decreased with the addition of scrap rubber, as a consequence of the reduction in virgin rubber content where crosslinks had been formed. Crosslink density values corroborated these findings, presenting a slight decrease with the increase in the SBR-r content. The kinetic study indicated lower enthalpy values for SBR-r composites compared to those of the control sample. The kinetic parameters, such as activation energy and reaction order, indicated a change in the mechanism of reaction, related to the increased complexity of the systems.