Gerard Pique possesses a unique vision, driven by his passion for soccer and a keen business sense. He constantly looks towards the future, rather than resting on past achievements. Pique has clear objectives for the Kings League, the innovative seven-a-side format with unconventional rules that he founded in 2022. Since October 2024, the Kings League has appointed Djamel Agaoua as its new CEO, tasked with helping the league achieve its next milestones, starting with its expansion into the United States, as both Pique and Agaoua shared.
According to Pique and Agaoua, the Kings League doesn`t aim to compete with the existing soccer model but rather to offer a parallel alternative. “We don`t compete with soccer, but we want to create a complementary product,” Agaoua stated. “There will always be a traditional audience that won`t understand what we`re trying to achieve; our goal is to reach a different audience.”
The Kings League seeks to create a product appealing to a broad audience, particularly younger demographics, but also to global investors and potential team owners. Data suggests that 40% of potential soccer fans no longer watch traditional games, and 85% of their current audience is under 35, largely drawn from eSports and streaming communities. This insight led them to structure clubs owned by streamers, who can attract their own followers and broadcast matches. Interestingly, their model appears less concerned about piracy, a major challenge for traditional broadcasters.
“For us, it doesn`t matter if different streaming platforms show the same content; in fact, it`s beneficial,” one executive explained. “If a team is owned by a streamer or former player, our ideal viewer might switch channels to another streamer if something exciting happens. They are consuming the same product but experiencing it differently.”
While the Kings League has signed deals with traditional broadcasters globally, the primary motivation isn`t revenue. “We want to reach mainstream media, but our agreements aren`t exclusive; they`re a way to access the market,” Agaoua commented. “We prioritize media partners willing to invest time in explaining the rules and the system over the financial terms they offer.”
Audience involvement is central to the Kings League`s decisions, as highlighted by Pique, citing the example of letting fans vote on the pitch color. “70% voted for black grass, and now a black pitch is immediately associated with the Kings League,” he noted. The model also fosters competitiveness for team ownership. The league isn`t increasing the number of clubs; instead, creators can sell teams. This encourages investment from players and others. The goal is to build an ecosystem where all teams are profitable, unlike many traditional soccer clubs. While they started with streamers, they aspire to become mainstream.
Currently active in Spain, Italy, France, Germany, Central America, and Brazil, the Kings League plans launches in the MENA (Middle East and North Africa) region and the United States in the fall, ahead of the 2026 World Cup. “We are an international ecosystem,” Pique stated. “The World Cup of Clubs helped us identify markets ready for their own league. Last year, we aimed to generate international excitement, and Brazil was a perfect fit. It has an incredible street soccer and streamer culture. In our first season there, we had nine or ten million users connected per matchday, with the final held at Palmeiras stadium. In France, we arguably have our strongest lineup, with players like Mike Maignan, Aurelien Tchouameni, and Eduardo Camavinga involved. In Spain, Lamine Yamal was a Kings League fan before joining Barcelona`s first team, and now that he owns a team, he knows everyone – it`s incredible.”
Business partnerships are also crucial, as Agaoua emphasized. “In new markets, kids often use phones instead of watching TV. Many sponsors approach us because there are few other opportunities to target young generations so effectively. They understand this is a specific audience and what they get with us. We firmly believe that soccer`s main competitors aren`t basketball or other sports, but content platforms like Instagram, TikTok, and Netflix.”
