A strategic partnership between Italian soccer’s top-tier Serie A and the Kings League digital-focused soccer venture has been struck.
Through a deal unveiled today, the two entities will work together around collaborative events, content, and activities.
So far, the Kings League - created by former soccer star Gerard Pique and his Kosmos company - has seen involvement from Italian soccer legends Francesco Totti, Alessandro Del Piero, Gianluigi Buffon, and Leonardo Bonucci.
It also has a broadcast deal in that market with pay-TV heavyweight Sky Italia.
Luigi de Siervo, chief executive at Lega Serie A, said: “We have to continue to try and speak to the next generation of football fans, and a collaboration with Kings League does just that. They have a fresh and dynamic approach to the sport, which has resulted in one of the most interesting and innovative creations in our game’s long history.
“The elements of fan participation and customization are intriguing, and has resulted in their fan base being engaged with and excited for all elements of the league.”
Djamal Agaoua, Kings League’s chief executive, added: “This partnership is an exciting step forward in our continued growth around the world, as we expand our global presence. Joining forces with Serie A will allow us to continue innovating and creating, to bring an unparalleled experience to our fans.”
Kings League, launched in Spain in 2022, is a seven-a-side soccer property with multiple regional leagues, in which teams are owned by a variety of influential online streamers, high-profile soccer legends, and other digital content creators.
The finals of these leagues are held in iconic stadia such as the Camp Nou in Barcelona, Madrid’s Metropolitano, and Mexico City’s Estadio Azteca.
The action is then broadcast (predominantly) by the same streamers competing, on their own digital channels.
For the future, Kings League is aiming to expand with new regional leagues in markets such as Brazil in South America, North America (particularly Mexico), the Middle East, and Asia.
Earlier this month, the Kings League’s World Cup Nations competition - a 16-team affair - secured a total of 100 million viewers across a wide range of distribution networks.
