Kings League Brazil has announced a significant partnership with Adidas, marking a new chapter for the innovative sports league eager to capture the attention of younger audiences. This collaboration, revealed on February 21, 2025, designates Adidas as the official supplier of uniforms and sports equipment for all participating teams.
The partnership is set to be officially unveiled during a presentation scheduled for February 24, 2025, which will be streamed live across popular social media platforms including TikTok, Twitch, YouTube, and X (formerly known as Twitter). The event will showcase not just Adidas's commitment to sports, but also the exciting format of the Kings League, which has been gaining traction not only in Brazil but across various countries.
According to Giovanna Aranha, the Senior Marketing Manager at Adidas Brazil, the company is "very excited about the new partnership, which will certainly help us connect with this new generation of sports enthusiasts." She emphasized how the Kings League's innovative format resonates with Adidas's vision, allowing the brand to reach young fans and expand visibility beyond traditional football.
Marc Carrión, Chief Marketing & Digital Officer of Kings League, echoed this sentiment, stating, "The collaboration with Adidas is a fundamental step for our project." Carrión expressed confidence about the upcoming partnership, asserting it will lead to the creation of extraordinary content and engage even more people in this unique sports adventure.
Born from the brainchild of former footballer Gerard Piqué, the Kings League is not your typical football competition. This unique football 7 league thrives on creativity and embracing modern trends. It features teams led by streamers and content creators, ranging from various backgrounds, all competing on synthetic grass fields. With fresh rules and engaging gameplay, Kings League is transforming how audiences interact with football.
Notably, the league has already made waves with impressive statistics. The last Kings World Cup Nations, hosted in Italy, saw Brazil clinch the title for the tenth time, with star player Kelvin Oliveira being named both the final and tournament’s best player. The event recorded astonishing numbers, including over 1.5 billion social media impressions, 3.5 million simultaneous devices, 910 million video views, and over 100 million engaged viewers.
Through partnerships like the one with Adidas, the Kings League aims to extend its impact and continue its mission to revolutionize sports entertainment. The participation of well-known personalities from the entertainment industry, such as Gaules, Coringa, and Ludmilla, is set to capture widespread audience attention, promising to create one of the most captivating and followed leagues globally.
The collaboration with Adidas isn't just about uniforms; it heralds the birth of exclusive digital content aimed at engaging fans through innovative storytelling and interactive experiences. This initiative will not only benefit each brand involved but also significantly propel the popularity of the Kings League.
With the event presentation just around the corner, anticipation is building. Fans and spectators alike will be eager to connect with the vibrant community and dynamic energy of the Kings League, as it sets out to make its mark as one of the most thrilling sporting events to date.
Reflecting on the mutual benefit of such partnerships, both Aranha and Carrión envision their collaboration as more than just marketing; it’s about building lasting connections with fans. The Kings League, rooted deeply within the culture of gaming and digital content, presents endless possibilities for creativity and fan engagement.
With exciting events and deep community engagement planned, the Kings League Brazil is poised to make substantial impacts within the sports and entertainment industries. The involvement of major brands like Adidas signals not only confidence but also commitment to fostering new growth and creating memories for sports enthusiasts worldwide.