Brazilian soccer's premier league, Campeonato Brasileiro Serie A (Brasileirao), has taken a bold step in its media strategy in North America. The league has sold its broadcasting rights to online content creators through a partnership with the Creator Sports Network (CSN). This innovative move marks a significant shift from traditional broadcast models and aims to tap into new audiences.
The deal, which runs until the 2026 season, will see CSN become an official media partner of the Brazilian league in both the US and Canada. As part of this agreement, CSN will air one marquee match per week in English and Spanish through its distribution platform. Moreover, it will leverage its network of top YouTube and Twitch streamers to reach out to fans.
This groundbreaking agreement was secured by 1190 Sports - a Florida-based sports marketing agency responsible for managing the international distribution rights of Brazil's Serie A.
Shifting away from traditional broadcast models
Previously, Serie A matches were shown in North America via Paramount+'s streaming service and Fanatiz - a soccer-focused platform. However, with this new model that embraces digital platforms over linear broadcast models, fans can now follow their favorite teams through popular online personalities and communities.
CSN founder, Barrick Prince, said:
“The power is in the model itself instead of any individual creator and taps into a new class of digital voices. Fans can expect to have the choice to join creator communities of all shapes and sizes on YouTube and Twitch: from leading personalities, super and casual fans, all the way to the upstart creator bringing their own style and unique audience to the Brazilian Série A.
“If we can make Brazilian Série A part of the weekly sports conversation for Gen Z and Gen Alpha fans here, we’ll have done our job.”
Fanatiz recently secured another deal that allows it to continue providing coverage across more than 100 markets worldwide.
Future of sports broadcasting?
Football isn't alone in moving away from traditional broadcasting methods; other sports like rugby and padel have also started focusing on digital platforms as they seek to engage new audiences.
1190 Sports has been at the forefront of these changes since acquiring international distribution rights for Brazil’s top league back in August 2020. Recently they unveiled eleven new deals for international coverage of Brazil's Serie A, extending their reach across Europe, Latin America, and Asia.
The 2025 Brazilian Serie A campaign kicked off on March 29 and will continue until December 21. With this new approach to broadcasting rights in North America, it will be interesting to see how fans respond and whether other sports leagues follow suit.
