September 20: The upstart Kings League has named former Twitch executive Anadege Freitas as its new general manager in Brazil, a hire timed well ahead of next month’s Kings Cup Brazil season.
Freitas will lead the growth of the league in one of its key global markets, with a brief focused on accelerating the business, scaling the Brazilian operation, forging strategic partnerships and turning the digital fan community into commercial opportunities.
She brings a serious pedigree at the intersection of technology, gaming and entertainment, over 20 years at Nintendo, Hasbro, Activision Blizzard, Paramount Pictures and most recently Twitch, where she was director of content and partnerships.
This background says it all about where the Kings League is viewed. This is not a traditional football rental, but a media and entertainment event, reflecting a competition based as much on streaming, creators and digital fandom as on football itself. Bringing in someone who has operated within Twitch and major gaming brands is a sign of intent on how the league aims to grow in Brazil.
Brazil is one of the Kings League’s biggest markets and a country with a deep passion for football and a young, online audience – fertile ground for Gerard Piqué’s project.
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