The Kings League wants to be Brazil’s next creator sensation. A Twitch vet will put the ball in play.
Anadege Freitas, formerly the Director of Content and Partnerships at Twitch, has joined the creator-led soccer league in an executive role. Her job is to grow the league’s presence in Brazil, starting with the Brazilian version of the Kings League, which began in 2025.
Freitas brings a resume that spans Nintendo, Hasbro, and Activision Blizzard before her four-year stint at Twitch. Now she joins a project that mixes banana-ball rules with creator-owned teams and a packed Camp Nou stadium.
From Barcelona to Brazil
The Kings League launched its first season in 2023. Its owners include top creators like Spanish chart-toppers Ibai and TheGrefg, along with soccer stars like Gerard 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. The league’s format is described as a mix of Banana Ball and La Velada del Año, two events known for their unusual approach to the sport.
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. That performance set the stage for expansion.
Since then, the league has established a women’s competition called the Queens League and brought its format beyond Spain. The Brazilian version of the Kings League kicked off in 2025, involving popular local streamers like Gaules and Nobru, along with football icons Neymar and Kaká.
Brazil’s Creator Boom
Freitas is stepping into a market where the creator economy is booming. South America’s largest country is exporting Roblox content and phonk music, and YouTube viewership has been particularly high for Brazil’s soccer creators, especially during the World Cup year of 2026.
One name stands out in that space: Casimiro Miguel’s CazéTV. The channel shattered multiple YouTube viewership records by offering live match coverage during the World Cup. Months after the tournament, CazéTV and parent company LiveMode are sparking a wave of creator-led soccer broadcasts in leagues across the world.
The Kings League has a structural advantage here. Its creator-led ownership structure means it fits neatly into the CazéTV model. All it needs to do is keep growing in Brazil.
What Freitas Brings
Freitas’s role is managing director, and she will link up with the league’s leaders, including Piqué, to expand operations in Brazil and beyond. She also continues to build a company that defines creator sports across Latin America.
Her experience at gaming companies like Nintendo, Hasbro, and Activision Blizzard gives her a broad base in the industry. Her four years at Twitch add specific expertise in creator partnerships and platform strategy.
The Brazilian version of the Kings League already exists, so the question is scale. A local Queens League competition could be part of the growth plan.
The Numbers Behind the Story
- First Kings League season launched: 2023
- Brazilian version of the Kings League began: 2025
- Camp Nou crowd at season finale: 90,000 people
- YouTube record-setter: CazéTV
- Brazilian stars involved: Gaules, Nobru, Neymar, Kaká
Comparing the Formats
| Format | Owner Type | Rules Style |
|---|---|---|
| Kings League | Creators and soccer stars | Banana Ball + La Velada del Año |
| CazéTV | Creator-led broadcast | Live match coverage |
| Queens League | Same as Kings League | Women’s competition |
The comparison shows how the Kings League occupies a distinct niche. While CazéTV offers live coverage, the Kings League itself is a creator-owned league with its own eccentric rules.
The league’s path forward is clear. Brazil’s creator economy is hot, and the Kings League is well-positioned to tap into it. Freitas’s job is to make sure the league’s Brazilian footprint grows, perhaps through a local Queens League competition.
This is a league that has already packed Camp Nou. The next stop is Brazil, and Freitas is the person tasked with making it happen.
Source material: “The Kings League wants to be Brazil’s next creator sensation. A Twitch vet will put the ball in play.,” Tubefilter.
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