Sofascore has officially appointed Ricardo Peixoto as its new Country Manager for Brazil, starting a new chapter for the platform’s largest and most passionate market. With more than 15 years of experience in digital growth and international expansion, Ricardo brings business expertise and a deep understanding of Brazilian football culture.
A Strategic Appointment for a Key Market
Brazil is Sofascore’s biggest and most engaged market in the world, and Ricardo’s arrival comes at a decisive moment. As national championships wrap up and the FIFA World Cup closing in fast, Sofascore is entering a period of major growth planning, and his leadership will be central to that journey.
“Our goal is clear: to double the number of users in Brazil by 2026,” Ricardo said in an interview with SBC Brazil. “That also means doubling our responsibility to deliver value, both to new fans and to those who have been with us for years.”
Ricardo’s focus will be on expanding Sofascore’s reach across revenue, partnerships, statistical coverage, local usability, and user growth. The timing of his appointment allows the local team to align strategies before the 2026 season, ensuring Sofascore continues to lead the way in sports data and fan engagement across Brazil.
Connecting Data, Emotion, and Partnerships
In his first public appearance as Country Manager, Ricardo spoke about turning data into emotion and emotion into connection, a direction that fits perfectly with Sofascore’s vision of bringing fans closer to the game.
He highlighted the platform’s unique position as a daily habit for millions of sports fans:
“Bettors and fans open Sofascore multiple times a day, trust the information, and live the game with us,” he explained. “That loyalty creates a natural synergy with the sports betting sector, especially in terms of retention and engagement.”
Ricardo Peixoto, Sofascore’s Country Manager for Brazil
Under his leadership, Sofascore Brazil aims to strengthen relationships with licensed betting operators and brands, offering a passionate and segmented audience through responsible and data-driven advertising. The company is developing new formats that combine brand exposure and performance, designed for a market that values authenticity.
Expanding Coverage and Fan Experience
Looking ahead, Sofascore’s mission in Brazil goes beyond football. The team plans to extend its coverage to amateur leagues, eSports, and emerging sports, following the company’s well-known motto: “If there’s a referee, it should be counted.”
Fans can also expect new interactive features and more personalized experiences. Among the key innovations Ricardo mentioned are:
- Sofascore Torneo: a major expansion of amateur sports coverage, connecting local tournaments to Sofascore’s global data ecosystem.
- Sofascore Fantasy: the launch of Brasileirão Fantasy, powered by Sofascore’s exclusive Player Rating.
- AI Analyst: a smart assistant for the betting market, designed to help users make better-informed decisions.
All three pillars share the same goal: to make Sofascore more personal for every fan.
Reviving the Bond Between Brazilians and Football
When asked about the recent disinterest among fans toward the Brazilian National Team, Ricardo pointed out that Sofascore’s role is to keep the passion alive all year long.
“During the World Cup, the country reconnects with football in a very unique way,” he said. “Our mission is to maintain that connection through data, storytelling, and context, not only during the tournament but throughout the entire season.”
Ricardo Peixoto, Sofascore’s Country Manager for Brazil
This approach reinforces Sofascore’s position as more than a live-score platform. It’s a space where emotion meets information, and where every fan can feel like an active part of the sports ecosystem.
A Leader with Experience and Heart
Ricardo Peixoto brings a global business background and a distinctly Brazilian touch to his new role. Before joining Sofascore, he co-founded Wooeen Cashback, the world’s first cashback browser, later evolving it into a performance media and sports-betting platform. He also led eGentic Brazil, managing operations across Latin America, and held senior roles at Big Bang Ads and Pinup Digital.
Born in Minas Gerais and holding both Portuguese and Brazilian nationality, Ricardo blends strategic thinking with empathy, a combination he attributes to his roots. A father of two and a lifelong Cruzeiro fan, he believes that even in a world of algorithms and analytics, “football and business remain driven by emotion and human connection.”
Building the Future of Sofascore Brazil
Ricardo’s appointment marks as another important step for Sofascore’s presence in South America. With a clear roadmap and strong local team, Sofascore is ready to scale up its partnerships and engagement in Brazil. And at the same time pave the way toward an even more dynamic and connected 2026.
For potential partners, brands, and operators, this new chapter opens a world of opportunity. Brazil is not just Sofascore’s biggest market, it’s where the next wave of innovation will begin.