The Kings League wants to be Brazil’s next creator sensation. A Twitch vet will put the ball in play.

If you run an international soccer competition, you probably want to be active in Brazil. The creator-led Kings League certainly wants a bigger piece of the Brazilian audience, so it’s hiring an experienced Managing Director who can lead it into that market.

Anadege Freitas, the former Director of Content and Partnerships at Twitch, has taken an executive role at the Kings League. Freitas will link up with the League’s leaders — including legendary Spanish footballer Gerard Piqué — to expand operations in Brazil and beyond.

Since launching its first season in 2023, the Kings League has reinvented the beautiful game. Its owners include top creators (including Spanish chart-toppers Ibai and TheGrefg) and soccer stars (like Piqué’s longtime international teammate Iker Casillas). Those owners build squads that compete against one another in a wacky form of soccer defined by its eccentric rules.

It’s as if Banana Ball and La Velada del Año had a baby, and fans can’t get enough. The first Kings League season ended with a match that filled up F.C. Barcelona’s Camp Nou stadium, drawing a 90,000-person crowd.

The Kings League has since built on its success by establishing a women’s comeptition called the Queens League and bringing its signature format beyond Spain. The Brazilian version of the Kings League kicked off in 2025. Popular local streamers like Gaules

and Nobru are involved, as are football icons Neymar and Kaká.

Freitas, who worked at gaming companies like Nintendo, Hasbro, and Activision Blizzard before spending four years at Twitch, will attempt to expand the Kings League’s Brazilian footprint. The creator economy is booming in South America’s largest country, where Roblox content and phonk music are two notable exports. YouTube viewership has been particularly high for Brazil’s soccer creators, especially during the World Cup year of 2026.

The biggest winner in that category has been Casimiro Miguel‘s CazéTV, which shattered multiple YouTube viewership records by offering live match coverage during the World Cup. Months after the conclusion of that tournament, CazéTV and parent company LiveMode are sparking a wave of creator-led soccer broadcasts in leagues across the world.

With its creator-led ownership structure, the Kings League is perfectly positioned to ride the CazéTV wave. All it needs to do is continue growing in Brazil (perhaps through a local Queens League competition). Freitas will steer the ship while continuing to build a company that defines creator sports across Latin America.