Spun Mídia appoints Cynthya Rodrigues as Commercial Head for MIBR and LOS

Brazilian media-tech group Spun Mídia has named Cynthya Rodrigues as its new Head Commercial, tasked with leading ad monetisation, brand partnerships, and commercial development for esports organisations MIBR and LOS.

Reporting directly to Chief Business Officer Roberta Coelho, Rodrigues will connect the group’s multi-club gaming ecosystem with Spun Mídia’s programmatic media and data infrastructure.

Key objectives of the new commercial leadership structure include combining MIBR and LOS creator rosters, fan communities, and competitive assets with Spun Mídia’s data and programmatic advertising distribution, strengthening strategic support and commercial partnerships for WIBR (Women in Gaming), an initiative dedicated to expanding representation and career opportunities for women in the games industry, and assisting non-endemic brands with market entry by designing custom, community-focused activations beyond traditional sponsorship models.

“Now I’ll be working directly with MIBR and LOS, two of the largest esports organisations in Brazil,” said Cynthya in a LinkedIn post, “and there’s one thing that really excites me about this move: SPUN is one of the biggest Brazilian powerhouses in media. This means we can go far beyond traditional sponsorship, combining the cultural strength of the organisations, creators, and communities with data, distribution, and performance.”

Rodrigues brings extensive industry experience, most recently serving as Latin American Business Development lead at gaming marketing agency GMD. She currently serves as a professor in the Game Business post-graduate program at ESPM university in São Paulo, and acts as a mentor for ESPM Overbite, an initiative designed to cultivate professional talent across the esports ecosystem.

The appointment follows Spun Mídia’s broader corporate restructuring, which began with the acquisition of MIBR and the creation of its Ezor gaming division supported by a R$100 million (~$18.5M USD) long-term investment plan through 2030.

MIBR has recently expanded key commercial partnerships across its competitive rosters, renewing its partnership with hardware brand LG UltraGear through March 2027. In November 2025, the organisation became the first globally to secure Riot Games‘ approval for a betting sponsorship within its ecosystem through a deal with 1xBet for its VALORANT team.