YouTube channel CazéTV brings FIFA Club World Cup to Prime Video

RIO2C: CazéTV, the YouTube channel operated by agency LiveMode and influencer Casemiro Miguel, has renewed its agreement with Prime Video to bring the FIFA Club World Cup to the Amazon streaming platform.

Teresa Penna at Rio2C

The news comes after CazéTV, which has been credited with transforming the sports broadcasting scene in Brazil, signed a deal in March with sports streamer DAZN, the current FIFA Club World Cup rights holder.

Amazon’s platform joins other outlets with whom CazéTV already partners, such as the free service Samsung TV Plus, where it functions as a FAST channel, and Mercado Play, where it has become the first linear channel offered on the platform.

Speaking at Rio2C in Brazil, Teresa Penna, former director of Globoplay and now head of distribution at CazéTV, explained the strategy behind the popular digital channel.

CazéTV holds digital media rights to major sports tournaments like the Olympic Games, the UEFA European Football Championship and the UEFA Conference League, as well as individual match rights.

“With the behavioural shift in audiences brought on by digital-first users, LiveMode understood that sports needed to move into the digital realm. But simply changing the distribution model wasn’t enough. The real disruption of CazéTV is in the language it uses to connect with young audiences,” said Penna.

“We use real-time data. Streaming sessions are longer and evolve with user consumption habits. The data directly informs the broadcast. We even once changed a commentator during a match based on audience feedback.”

In the case of CazéTV, this dynamic is combined with broadcast rights to major tournaments, resulting in a powerful combination particularly appealing to brands that fund the entire operation.

“A brand comes to us wanting to connect with an audience, but it doesn’t interfere with our approach – it gives us creative freedom, because the data builds enormous credibility,” Penna explained.

The belief is this creates a virtuous monetisation cycle, where the channel understands its audience and the audience feels a strong connection because their input influences the content, strengthening the sense of community around a brand.

“The difference is that this wasn’t a language adapted from television to the digital world, it’s a language that was born digital,” Penna said.