Xsports
Xsports is a Brazilian free-to-air television network dedicated entirely to sports programming.
Last updated October 14, 2026
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Overview
Xsports is a Brazilian sports television network owned by Grupo Kalunga and headquartered in São Paulo. It broadcasts through the infrastructure previously used by Ideal TV, including the UHF channel 32 allocation and digital channel 31 in the Greater São Paulo area. The network officially began broadcasting on August 16, 2025, after a pre-launch period that started on August 6. Its creation made Xsports the first Brazilian over-the-air television network whose programming schedule is dedicated entirely to sports. The channel emerged from a longer sequence of ownership and programming changes involving the São Paulo frequency. After MTV Brasil ended its Brazilian operation in September 2013, Abril Radiodifusão relaunched Ideal TV on the former infrastructure. The station later came under the control of Spring Televisão, in which Kalunga owners José Roberto Garcia and Paulo Sérgio Garcia became partners in 2014. The Garcia brothers subsequently acquired full control of the company in 2017. The same broadcasting infrastructure was used by Loading from December 2020 until November 2021, after which Ideal TV returned with a largely leased and third-party schedule. Xsports replaced that arrangement in 2025. Plans for a sports-focused network became public in late 2024, when Brazilian media reported that the Garcia family was considering a channel that would replace Ideal TV. Grupo Kalunga promoted the Xsports name through a website launched in December 2024, initially describing the project as an upcoming sports channel. The project faced the practical difficulties typical of a new free-to-air sports operation, particularly the cost of rights and the limited availability of attractive competitions. Early plans reportedly considered lower-division Brazilian football, partnerships with independent producers and journalists, and the adaptation of sports content already published on digital platforms. The project advanced through a programming partnership with ESPN Brasil. Announced in 2025, the arrangement enabled Xsports to sublicense selected sports content for free-to-air transmission while using the channel's inherited satellite and terrestrial distribution infrastructure. The partnership brought programming connected with major European football competitions, including the Premier League, La Liga, Serie A, Primeira Liga, EFL Championship, Copa del Rey and DFB-Pokal. ESPN retains priority in selecting games under the arrangement, while Xsports manages its own channel operation and presentation. Xsports promotes itself with the slogan “Emoção de Verdade” and operates around the clock. Football is the central pillar of its schedule, but the network also carries basketball, volleyball, motorsports and other competitions. Reported programming has included selected editions of SportsCenter, Linha de Passe, Bola da Vez and Resenha ESPN, together with coverage of Novo Basquete Brasil, NASCAR Cup Series, Copa Argentina and the J1 League. The network also acquires sports programs from producers outside Brazil, allowing it to fill schedule periods beyond live match coverage. The launch began with Tapete Verde on August 16, 2025, followed shortly afterward by Xsports' first live football broadcast, a Premier League match between Tottenham and Burnley. The station is available through terrestrial television in São Paulo, digital satellite distribution, subscription television in some markets, and digital and streaming platforms. Its early ratings performance included several notable peaks in São Paulo, helping it compete with established open-television broadcasters during selected events. The network later expanded its digital reach through availability on Disney+. Xsports' positioning combines the broad reach of Brazilian over-the-air television with the event-driven appeal of sports media. Rather than operating solely as a subscription sports channel, it seeks to make international football and a range of other competitions available to audiences through free-to-air distribution. The model depends on sublicensed rights, partnerships, sponsorship and a mixture of live events, studio programming and acquired content. Its long-term development will depend on maintaining access to commercially attractive competitions while building a distinctive editorial identity in Brazil's crowded television market.
History
Xsports developed from the broadcasting assets associated with Ideal TV in São Paulo. After MTV Brasil ended its operation in 2013, Abril Radiodifusão relaunched Ideal TV on the frequency. The station was subsequently transferred into Spring Televisão, where Kalunga owners José Roberto Garcia and Paulo Sérgio Garcia became partners in 2014. The brothers acquired the remaining ownership stake in 2017. The infrastructure later hosted Loading, a new channel launched in December 2020. Loading ended its original programming in May 2021 and was discontinued in November of that year. Ideal TV then returned, carrying third-party material, required news programming and a large block leased to Rede Mundial. This arrangement continued until the transition to Xsports in August 2025. Reports about Xsports first emerged publicly in November 2024. Grupo Kalunga was said to be exploring an all-sports network that could replace Ideal TV and revive the presence of dedicated sports programming on Brazilian open television. The project was promoted through an Xsports website in December 2024. During early development, the owners reportedly faced high rights costs and uncertainty over the availability of premium competitions. Possible responses included lower-tier Brazilian football, independent sports productions and the incorporation of programs originating on YouTube. The concept became more concrete in 2025 through negotiations with ESPN Brasil. The resulting arrangement allowed Xsports to sublicense selected ESPN-associated rights for free-to-air transmission, particularly from European football. The planned portfolio included competitions from England, Spain, Italy, Portugal and Germany. Xsports also assembled its own management and presentation team, with Henrique Meira appointed sports director and commentators including Milton Leite, Álvaro José and Mauro Beting. On August 6, 2025, the former Ideal TV service stopped its previous programming and began transmitting Xsports promotional material. The official launch followed on August 16. The inaugural schedule started with Tapete Verde, followed by a Premier League match between Tottenham and Burnley. Xsports described itself as Brazil's first over-the-air network with a schedule devoted exclusively to sports. The channel used the former Ideal TV terrestrial and satellite infrastructure and expanded through subscription television and digital platforms. Football became the main driver of the schedule, supported by basketball, volleyball, motorsports and studio analysis. Early content included European league matches, Novo Basquete Brasil, NASCAR Cup Series, Copa Argentina and the J1 League. Programs associated with ESPN, including SportsCenter, Linha de Passe, Bola da Vez and Resenha ESPN, also formed part of the announced lineup. The network recorded strong early audience results for a new broadcaster, with notable performance during Premier League and German football coverage. It later added Bundesliga rights and expanded distribution to Disney+. Xsports represents a strategic attempt to combine the reach of Brazilian broadcast television with a sports-media model normally associated with pay television. Its business depends on sublicensed rights, sponsorship, advertising, distribution partnerships and the ability to maintain a full schedule outside live events. The available source material does not establish a separate corporate entity, public listing or financial results for the brand.
- 2026
Saudi Pro League agreement announced
[1]Xsports announced rights covering three Saudi Pro League seasons beginning in 2026–27.
- 2025
Official launch
[1]Xsports officially launched on August 16 as a 24-hour, all-sports Brazilian over-the-air network.
- 2025
Bundesliga rights acquired
[1]Xsports announced free-to-air broadcasting rights for the Bundesliga.
- 2025
Disney+ distribution begins
[1]The channel became available on Disney+ on November 17.
- 2024
Xsports project becomes public
[1]Media reports disclosed Grupo Kalunga's plan for a dedicated sports channel, followed by the launch of the Xsports website.
- 2021
Ideal TV resumes transmission
[1]Loading was discontinued and Ideal TV returned to the frequency with third-party and leased programming.
- 2020
Loading begins using the infrastructure
[1]The broadcasting infrastructure previously associated with Ideal TV began carrying Loading.
- 2017
Garcia brothers take control of Spring Televisão
[1]José Roberto Maluf sold his stake, leaving the Garcia brothers in control of the parent company.
- 2014
Kalunga owners join Spring Televisão
[1]José Roberto Garcia and Paulo Sérgio Garcia became partners in the company operating Ideal TV.
- 2013
Ideal TV returns after MTV Brasil closure
[1]Following the end of MTV Brasil's Brazilian operation, Ideal TV was relaunched on the São Paulo broadcasting infrastructure later used by Xsports.
Products and positioning
A Brazilian free-to-air sports network combining live international football with basketball, volleyball, motorsports, studio shows and acquired sports content. Its differentiation is the attempt to deliver an all-sports schedule through open television rather than relying exclusively on pay-TV distribution.
Free-to-air sports television · 2025
Xsports television network
The core Xsports offering is a 24-hour Brazilian television service devoted exclusively to sports. It uses terrestrial broadcasting in the Greater São Paulo area, with additional distribution through digital satellite, subscription television and online platforms. Football occupies much of the schedule, while other programming covers basketball, volleyball, motorsports, studio analysis and sports content acquired from external producers.
Sports rights and live broadcasting · 2025
European football coverage
Through its arrangement with ESPN Brasil, Xsports sublicenses selected matches from major European competitions. The announced portfolio includes the Premier League, La Liga, Serie A, Primeira Liga, EFL Championship, Copa del Rey, DFB-Pokal and Bundesliga. ESPN has priority in selecting games under the arrangement, while Xsports distributes and presents the broadcasts to Brazilian viewers.
Sports news and analysis · 2025
Sports studio programming
Xsports supplements live events with studio and discussion programs. The announced schedule includes SportsCenter, Linha de Passe, Bola da Vez and Resenha ESPN, alongside the launch program Tapete Verde. These shows provide news, match discussion, interviews and analysis intended to keep the channel active between live fixtures.
Marketing campaigns
- 2025Xsports launch campaign
São Paulo · Rio de Janeiro · Brazil
The launch was promoted through digital media and out-of-home advertising in São Paulo and Rio de Janeiro. Promotional branding began on the former Ideal TV service before the official August debut.
Outcome. The campaign supported the August 16 launch and helped establish Xsports as a new national sports broadcaster.
Brand decisions
2026
Saudi Pro League rights agreementProduct launchBackground
Xsports continued to broaden its football rights portfolio beyond European competitions.
Action taken
The network announced a three-season agreement covering the 2026–27, 2027–28 and 2028–29 Saudi Pro League seasons.
2025
Convert Ideal TV into an all-sports networkStrategyBackground
Ideal TV had been carrying largely third-party and leased programming, while Grupo Kalunga sought a more distinctive use for its broadcasting infrastructure.
Action taken
The owners replaced Ideal TV with Xsports, a 24-hour channel centered on sports and live competition.
Aftermath
Xsports launched on August 16, 2025, and began building an audience through football rights and other sports content.
2025
Programming partnership with ESPN BrasilM&ABackground
A new free-to-air sports network required access to recognizable competitions and a reliable content pipeline.
Action taken
Xsports entered a programming arrangement with ESPN Brasil under which selected sports rights could be sublicensed for free-to-air transmission.
Aftermath
The agreement enabled coverage of multiple European football competitions and helped define Xsports' launch schedule.
2025
Launch of Xsports television serviceProduct launchBackground
The channel was intended to become Brazil's first over-the-air television network with a schedule fully dedicated to sports.
Action taken
Xsports began official programming on August 16, opening with Tapete Verde and a Premier League broadcast.
Aftermath
The network achieved notable early audience peaks and expanded its competition portfolio and distribution partnerships.
2025
Acquisition of Bundesliga free-to-air rightsProduct launchBackground
After launching with several European football properties, Xsports continued expanding its premium football offering.
Action taken
The network acquired rights to broadcast Bundesliga matches on Brazilian free-to-air television.
Aftermath
The agreement strengthened Xsports' positioning as a free-to-air outlet for international football.
Sources2 sources
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