Partnership will enable the company to expand its impact through long-term investments in sports properties
General Atlantic announced that it has led a strategic minority investment in LiveMode. The movement also included the participation of XP Private Equity.
The investor partnership will enable the company to expand its impact through long-term investments in sports properties, which will focus on three pillars, namely football leagues, Olympic sports and emerging sports.
“The Brazilian sports sector is reaching a critical point of transformation. LiveMode occupies a privileged position at the center of innovation and impact, ready to establish itself as a leader in sports rights management and offer multiple services. This includes its unique sports solutions live and support in the creation of Liga Forte União. We are excited to partner with the LiveMode team on the next stage of their journey”, said Luiz Ribeiro, Managing Director and Co-Head of General Atlantic in Brazil.
In addition, LiveMode also plans to expand its international presence, leveraging existing relationships outside of Brazil and combining them with General Atlantic’s global reach and operational resources.
“The partnership with General Atlantic and XP represents a significant milestone in our trajectory. These two companies’ experience in scaling high-growth businesses, combined with their extensive global networks, will be essential as we expand our operations and intensify our innovations” , explained Leo Lenz Cesar, partner at LiveMode responsible for investment strategy and execution.
Founded in 2017 by Edgar Diniz and Sergio Lopes, LiveMode works in partnership with clubs, leagues and sports federations to develop distribution solutions, produce live and social media content, in addition to maximizing commercial return and digital engagement for its customers. .
The company’s partners include FIFA, UEFA, International Olympic Committee, São Paulo Football Federation, Athletico Paranaense and Brazilian Olympic Committee, among others.
In April 2024, LiveMode was appointed FIFA’s exclusive agency to market the rights to the 2026 FIFA World Cup in Brazil and became the exclusive agency of the Liga Forte União, made up of 26 clubs, to negotiate the Brasileirão broadcasting rights. from 2025.
