The Kings League, a creator-led soccer competition, is aiming to increase its presence in Brazil by hiring Anadege Freitas as its Managing Director. Freitas, previously the Director of Content and Partnerships at Twitch, will collaborate with the League's leaders, including former Spanish football star Gerard Piqué, to grow operations in Brazil and other markets.
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Since its inception in 2023, the Kings League has transformed traditional soccer with its unique format, which features squads owned by top creators like Ibai and TheGrefg, as well as football legends like Iker Casillas. The inaugural season concluded with a match at FC Barcelona's Camp Nou, attracting a crowd of 90,000.
Building on its successful launch, the Kings League has initiated a women's competition, the Queens League, and is expanding its format internationally. The Brazilian edition of the Kings League is set to debut in 2025, featuring prominent local streamers such as Gaules and Nobru, along with football icons Neymar and Kaká.
Freitas, who has experience with companies like Nintendo, Hasbro, and Activision Blizzard, will focus on enhancing the Kings League's influence in Brazil, where the creator economy is thriving. The country has seen a surge in YouTube viewership for soccer creators, especially in 2026 during the World Cup.
CazéTV, led by Casimiro Miguel, achieved record-breaking views on YouTube by broadcasting live matches during the World Cup. Following this success, CazéTV and its parent company LiveMode are promoting more creator-led soccer broadcasts worldwide.
With its creator-led model, the Kings League is well-positioned to leverage the momentum from CazéTV and further establish itself in Brazil, potentially through the introduction of a local Queens League competition. Freitas will guide these efforts as the league seeks to shape the future of creator sports throughout Latin America.