Visa embraces short-form football with Kings League Brazil sponsorship

January 30 – Visa has moved deeper into football’s emerging entertainment space after agreeing a partnership with Kings League Brazil for the 2026 season, aligning the global payments brand with one of the fastest-growing properties in the seven-a-side game.

The deal makes Visa a partner across all Kings League Brazil competitions in 2026 and sees the brand take a headline role in the league’s first ‘Mercato’ of the season. The Mercato, a live-streamed player transfer window, has become one of Kings League’s highest-engagement formats, with fans following teams in real time as squads are rebuilt in front of a digital-first audience.

Visa will offer Kings League supporters in Brazil ticket discounts, priority pre-sale access and fan experiences linked to Visa card usage – reflecting a broader play to embed the brand within communities built around gaming, streaming and new sports formats rather than traditional broadcast-only models.

The announcement lands at a high point for Kings League in Brazil. Earlier this month, the country secured a second Kings World Cup Nations title, defeating Chile in the 2026 final at Allianz Parque in São Paulo in front of more than 41,000 spectators. The tournament set new benchmarks for the competition, drawing more than 120 million live viewers and generating 1.6 billion impressions across official social platforms.

“We are proud to partner with Visa, a global brand with strong relevance worldwide, and especially in Brazil, and with a clear commitment to sports and younger audiences. This partnership is fully aligned with Kings League’s vision and growth strategy. This is just the first step of a broader global collaboration, and Brazil, given its strategic importance to both Visa and Kings League, was the ideal place to start,” said Gorka Herrero, Global Commercial Director of Kings League.

Kings League Brazil launched in March 2025 and has quickly established itself as one of the competition’s most engaged markets. The league features a roster of high-profile figures including Neymar Jr., president of Furia FC, and Ballon d’Or winner Kaká, who serves as Kings League Brazil president.

The league’s first split ran from March to May 2025 and recorded the largest audience ever for a Kings League opening season, with 80 million viewers tuning into livestreams across its twelve-week run.

“At Visa, we believe in uplifting everyone, everywhere. Gaming, esports, and next-generation sports – such as Kings League – are powerful platforms to do exactly that. Brazil has one of the most vibrant and diverse gaming and football cultures in the world. Our partnership with Kings League Brazil allows us to celebrate that passion while also fostering a more inclusive, accessible, and digital-first community,” said Carla Mita, vice president of marketing at Visa Brazil.

Contact the writer of this story, Harry Ewing, at moc.l1769784405labto1769784405ofdlr1769784405owedi1769784405sni@g1769784405niwe.1769784405yrrah1769784405