Brazilian sports marketing agency LiveMode has secured investment from U.S.-based growth equity firm General Atlantic and Brazilian financial services company XP Investimentos. This partnership is designed to boost LiveMode’s growth and increase its influence in the sports and media sectors by leveraging its comprehensive solutions for rights holders.
The investment targets enhancement in three key areas: soccer leagues, Olympic sports, and emerging sports sectors. A major goal for LiveMode is international expansion, for which it will utilize General Atlantic’s extensive operational resources and global reach.
Among LiveMode’s notable partnerships are prestigious organizations such as the International Olympic Committee, FIFA, UEFA, and the Brazilian Olympic Committee. Recently, LiveMode renewed its role as the exclusive media rights sales agent for FIFA in Brazil, including for the 2026 World Cup, which will take place in the time-zone-friendly locations of Mexico, the U.S., and Canada.
Furthermore, LiveMode has been appointed as the exclusive agency responsible for negotiating broadcast rights for the Liga Forte União, a coalition of Brazilian soccer clubs, starting next year. This move comes as the centralized approach to rights sales for Brazil’s Serie A is expected to end.
General Atlantic and XP, which already share a business relationship—General Atlantic holds between 5% and 6% of XP’s shares—also invest in the 26-team Liga Forte União.
Leo Lenz Cesar, a partner at LiveMode, emphasized the importance of both firms’ expertise in scaling growth companies and their vast global networks in aiding LiveMode’s operational expansion and innovation. He expressed enthusiasm for the support they provide as LiveMode aims to enhance and professionalize sports in Brazil and beyond.
Luiz Ribeiro, managing director and co-head at General Atlantic, praised LiveMode’s pivotal role at the intersection of innovation and impact. He noted the company’s potential to become a leading multi-asset sports rights manager, highlighted by its innovative live sports solutions and its involvement in forming Liga Forte União. Ribeiro expressed excitement about further strengthening LiveMode’s business through strategic intellectual property investments, long-term partnerships, and continued global expansion.
