The 1190 Sports marketing agency has been selected as a sports business advisor for Liga Forte Futbol (LFF), one of two groups seeking to restructure Brazilian soccer.
The deal has been struck alongside Serengeti Asset Management and Life Capital Partners, the LFF’s main prospective investors. 1190 Sports is already the international media rights agency for the incumbent Brazilian top-tier league structure.
In the role, 1190 Sports will “bring extensive industry expertise and sports business experience to develop a world-class business plan and rights management strategy for the [Brazilian top-tier] Brasileirao.”
It already works alongside Serengeti across several projects.
Jody LaNasa, Serengeti Asset Management’s founder and chief executive, said: “We are very excited to announce our partnership with what we consider to be the leading manager in the field of sports broadcast marketing and commercial rights for sports teams in Latin America. This collaboration represents a significant step toward our vision of creating a fairer and more competitive league that will captivate fans around the world.
“We look forward to the continued development of Brazilian soccer.”
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The LFF is competing with rival group Liga do Futebol Brasileiro (Libra) in terms of pushing through their respective plans to revamp Brazilian club soccer, covering the first and second divisions.
The LFF was established last year, with financial services group XP Investimentos tasked to help seek out investors. Libra had proposed Mubadala capital as its preferred financial backer.
Currently, 24 out of 26 clubs in the LFF group have approved the Serengeti and Life Capital investment package, first announced in February, which is set to see those firms own 20% of any new league’s commercial rights for the next 50 years.
Hernan Donnari, founder and co-chief executive of 1190 Sports, added: “A Brazilian league has enormous potential to quickly become one of the most innovative and interesting initiatives in the world of soccer. 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.”
1190 Sports already manages the international broadcast distribution rights for the top-tier soccer leagues in Argentina and Peru, and also those for Brazilian state soccer’s Campeonato Paulista.
In addition, it is part of a consortium that handles the commercial rights overall for the various Chilean national teams.
In 2021, Brazilian clubs set up an independent league body after growing dissatisfied with the lack of commercial growth under the umbrella of the Confederation of Brazilian Football.
The new body would operate Brazil’s top two divisions and centralize all broadcast rights deals. Brazilian clubs negotiate rights deals individually, with commercial broadcaster Globo as the dominant domestic rightsholder.
It has previously been reported that both groups had planned to start centralized rights sales in advance of the 2025 campaign for both Serie A and Serie B.
Rival Libra proposes a 40-30-30 split of future broadcast and commercial revenues, compared to the LFF’s 45-30-25 model. Libra’s distribution model would see 40% shared equally and the remainder divided up based on performance and engagement.
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