The Challenge
With the launch of Kings League Brazil in 2025, Dialogue’s role as Twitch’s agency of record in Latin America was to reinforce the platform’s position as the leading live-streaming destination for sports and entertainment. The main challenge was to raise the visibility of Twitch executives and streamers as authoritative voices in a media landscape long dominated by mainstream Brazilian soccer coverage. As veteran sports journalists shifted their focus to the new league, a strategic approach was required to weave Twitch into the story and secure strategic interview slots in a news cycle already crowded with club and player headlines.
The Work
Dialogue rolled out a three-phase media strategy to amplify Twitch during Kings League Brazil’s inaugural edition:
Pre-event anticipation: Secured feature stories and lined up streamer/executive interviews to build buzz ahead of kickoff.
Real-time activations: Timed on-site interviews to peak match moments, leveraging fan excitement for maximum pickup across sports outlets.
Post-match positioning: Sustained momentum with targeted follow-ups, social recaps and an op-ed by Anadege Freitas, Director of Content & Partnerships at Twitch Brasil, on the league’s promise, Twitch’s community impact and Gen Z’s role in the future of sports entertainment.
A curated roster of top sports journalists received personalized assets throughout the campaign, reinforcing Twitch’s leadership and deep ties to digital sports entertainment.
The Results
Twenty one placements ran across high-impact national and regional outlets, generating an estimated reach of 473.1 million. Folha de S.Paulo and Terra (one of Brazil’s largest web portals) led with feature stories on the Kings League’s scale, Twitch’s role as a broadcast partner, and an exclusive interview with Twitch spokesperson Anadege Freitas. Additional coverage appeared in:
ESPN (global sports network)
UOL Esporte (sports vertical of Universo Online, Brazil’s leading internet portal)
TV Gazeta (São Paulo–based television broadcaster)
CNN/Rádio Itatiaia (Minas Gerais news radio affiliate of CNN)
Esporte News Mundo (independent Brazilian sports news site)
In total, 12 interviews were conducted with Twitch spokespeople and streamers—four of which aired on television. Anadege Freitas’s op-ed ran in Marketing Esportivo, Brazil’s premier sports-marketing trade publication. This integrated media push ensured robust visibility for Twitch and solidified its position as a key player in Brazil’s digital sports entertainment landscape.
