KTO joins Kings League, bets on tournament's global reach, São Paulo
The rapid growth of the Kings League as a sports and entertainment product continues to attract brands linked to the digital ecosystem and young audiences. In this context, the Brazilian betting company KTO confirmed its participation as an official sponsor of the Kings World Cup Nations, the most important international tournament of the format, held at the Allianz Parque in the city of São Paulo, from January 3 to 17.
The competition brings together national teams from different countries and represents the highest expression of the model created by the Kings League, a proposal that combines small-sided football, unique rules, and strong integration with digital platforms and social networks.
Brand presence and digital activations
KTO’s participation includes visibility inside the stadium, with presence on the perimeter LED panels and behind the goals, as well as a digital activation strategy throughout the tournament. The brand also carries out specific actions on social media, aligned with the profile of the audience that consumes this type of event in real time via streaming.
According to specialized sports marketing media, the tournament organizers prioritized brands with local affinity and the ability to connect with the Brazilian audience, one of the markets with the highest engagement within the Kings League ecosystem.
A product designed for new audiences
The Kings League was created in 2022 by former footballer Gerard Piqué as an alternative to traditional football, designed to capture generations accustomed to consuming digital content. The 7-a-side football format incorporates dynamic rules, temporary modifications in the number of players, special executions, and the use of cards that alter the course of the match, reinforcing the entertainment component.
Another pillar of the model is the figure of team presidents, roles occupied by streamers, celebrities, and footballers, both active and retired. In the current edition, the Brazilian team features historic figures such as Ronaldo and Kaká, world champions in 2002, which further enhances the tournament’s visibility.
Growth and global reach of the project
Since its launch, the Kings League has shown sustained growth in audience and geographic expansion. In its first seasons, matches reached millions of cumulative views on platforms such as Twitch, YouTube, and TikTok, with audience peaks that far exceeded many traditional sports competitions in the digital environment.
The project is already being replicated in various countries, with local leagues and international competitions, and has become a case study on how sport, entertainment, and the creator economy can converge in a single product. The 2026 edition of the Kings World Cup Nations brings together 20 teams and includes more than 40 matches throughout the tournament, consolidating its global profile.
Brazil also arrives as the reigning champion after winning the first edition of the Kings League World Cup, held in Italy in 2025, which strengthens local interest and explains the strong commercial investment around the event.
For brands like KTO, the association with the Kings League not only implies visibility in a single tournament but also positioning within a cultural and digital phenomenon that continues to expand and redefine the way new generations consume sport.
Tags: Brasil, Kings League Brasil, KTO Kings League