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Brazil’s Liga Forte Futebol calls up 1190 Sports as advisor

Agency brought in to develop business plan and rights management strategy.

6 April 2023 Josh Sim

Getty Images

The proposed Brazilian soccer breakaway league project Liga Forte Futebol (LFF) has named the 1190 Sports marketing agency as a sports business advisor.


  • 1190 Sports to bring ‘extensive industry expertise and sports business experience’ to develop business plan and rights management strategy
  • Deal struck with US investment group Serengeti Asset Management and venture capital firm Life Capital Partners, the main backers of LFF


1190 Sports already acts as the international media rights agency for Brazil’s current top two soccer leagues, Campeonato Brasileiro Série A and Série B. It also manages the international broadcast distribution rights for the Argentinian and Peruvian top tiers, in addition to being part of a consortium that handles the commercial rights for the Chilean national soccer teams.

LFF is currently in competition with the proposed Brazilian Football League (Libra) to launch a new domestic soccer competition. Currently, 24 of the 26 clubs signed up for LFF have agreed to a conditional investment of BR$4.85 billion (US$956 million) from Life Capital Partners and Serengeti for a 20 per cent stake in the competition. The investment is dependent on the league having all 40 first and second-tier clubs taking part.


“A Brazilian league has enormous potential to quickly become one of the most innovative and interesting initiatives in the world of soccer,” said Hernan Donnari, cofounder and chief executive of 1190 Sports.

“World-class soccer leagues are proof that unity and a balanced and meritocratic distribution of resources not only increase the competitiveness and appeal of the championships but also generate even greater revenues.”

Coming next:

1190 Sports will now set out to establish an attractive business plan for LFF as it looks to gain the support of the remaining Brazilian clubs yet to align with the breakaway league.

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