Kings League Expands into Brazil with New Managing Director
The Kings League, a creator-led soccer competition, is setting its sights on Brazil, a key market for international soccer. To spearhead this expansion, the league has appointed Anadege Freitas, who previously served as the Director of Content and Partnerships at Twitch. Freitas will collaborate with the league's founders, including renowned Spanish footballer Gerard Piqué, to enhance the league's presence in Brazil and potentially beyond.
Since its inception in 2023, the Kings League has redefined soccer with its innovative and eccentric rules, attracting a diverse audience. The league's ownership includes prominent creators like Ibai and TheGrefg, alongside soccer legends such as Iker Casillas. The inaugural season culminated in a spectacular match at F.C. Barcelona's Camp Nou, drawing an impressive crowd of 90,000 fans.
Building on this momentum, the Kings League has also launched a women's competition, the Queens League, and expanded its unique format beyond Spain. The Brazilian version of the Kings League commenced in 2025, featuring popular local streamers like Gaules and Nobru, as well as football icons Neymar and Kaká.
Freitas brings a wealth of experience from the gaming industry, having worked with major companies like Nintendo, Hasbro, and Activision Blizzard before his tenure at Twitch. His role will be crucial in tapping into Brazil's burgeoning creator economy, where platforms like YouTube have seen a surge in viewership, particularly during the 2026 World Cup.
Once the Hype Clears
One standout in this landscape is Casimiro Miguel's CazéTV, which broke multiple YouTube records by providing live coverage of World Cup matches. Following the tournament, CazéTV and its parent company LiveMode are leading a wave of creator-driven soccer broadcasts across various leagues.
With its creator-centric ownership model, the Kings League is well-positioned to capitalize on the success of CazéTV. Freitas's leadership will be pivotal in fostering growth in Brazil, potentially paving the way for a local Queens League competition. As the Kings League continues to innovate and engage with fans, it aims to redefine the landscape of soccer in Latin America.
