Gerard Pique holds a distinctive outlook. He is propelled not solely by his passion for soccer but also by a sharp business instinct, continuously looking towards future possibilities rather than dwelling on past successes. Pique has definite concepts for the future direction of the Kings League, the seven-a-side format known for its unconventional regulations, which the former FC Barcelona star established in 2022. As of October 2024, the Kings League welcomed a new CEO, Djamel Agaoua, who is assisting the innovative league in reaching its subsequent objectives, beginning with establishing the league in the United States, as both Pique and Agaoua disclosed. They believe the Kings League does not stand in opposition to the existing soccer framework; rather, it endeavors to offer a parallel option, a point both Pique and Agaoua emphasized during an interview. Agaoua commented, “We don`t aim to compete with traditional soccer. Instead, we want to build a complementary product. There will always be a segment of the conventional audience that won`t understand our goals; we are targeting a different demographic.”
The Kings League seeks to develop a product that resonates with a wide audience, primarily younger individuals, but also appeals to investors and potential team owners globally. Based on their data, 40% of potential soccer fans no longer watch traditional games, and 85% of their viewership is under 35, predominantly originating from eSports and streaming communities. This insight led them to create clubs owned by these same streamers, who can attract their followers and broadcast matches. It is noteworthy how their model appears unconcerned with piracy, a major challenge for conventional broadcasters.
“For us, it makes no difference if multiple streaming platforms display the same content; in fact, we view it positively,” they explained. “If a team is owned by a streamer or a former player, our typical viewer might switch to another streamer if something interesting happens. They are consuming the identical core product but with a varied viewing experience.”
The Kings League has also finalized agreements with mainstream broadcasters worldwide, although these deals are not primarily focused on generating revenue. “We want to reach traditional media, but our agreements are non-exclusive; they serve as a means to enter the market,” Agaoua noted. “Our preference is for media outlets willing to invest time in explaining our rules and structure, rather than focusing on the financial terms they offer.”
The audience`s influence is central to the Kings League`s operational strategy, illustrated by allowing fans to vote on the pitch color, as Pique highlighted. “Seventy percent voted for black turf, and now when you see a black pitch, you immediately associate it with the Kings League,” he remarked. Furthermore, their model promotes competition for team ownership. “We are not increasing the total number of clubs; creators can sell teams. This encourages prospective owners, including players, to find ways to invest. While there`s significant interest, even from players, our goal is to foster an ecosystem where all teams are profitable, unlike many traditional soccer clubs currently, with potential for significantly higher future earnings. We originated with streamers, but our ambition is to achieve mainstream recognition.”
Presently operating in Spain, Italy, France, Germany, Central America, and Brazil, the Kings League is set to launch in the MENA (Middle East and North Africa) region and the United States in the fall, prior to the 2026 World Cup. “We function as a global network, and the World Cup of Clubs competition helped us identify which markets were prepared for their own leagues,” Pique stated. “Last year, we aimed to generate international buzz, and Brazil, for example, was an excellent fit. As a nation, they possess a deep tradition of street soccer and a strong streamer culture; indeed, in our first season there, nine to ten million users connected per matchday, culminating in the final held at the Palmeiras stadium. France likely boasts our strongest roster, featuring players like Mike Maignan, Aurelien Tchouameni, and Eduardo Camavinga. In Spain, Lamine Yamal was a fan of the Kings League before breaking into Barcelona`s senior team, and now that he owns a team, he`s connected with everyone – it`s quite remarkable.”
Crucially, business partnerships are also vital, as Agaoua emphasized. “In newer markets, young people often use phones for content rather than watching television. Consequently, numerous sponsors approach us partly because opportunities to effectively target younger generations like ours are scarce. Given our very specific audience, sponsors understand precisely who they are reaching. We strongly believe that soccer`s primary competition isn`t other sports like basketball, but rather content platforms such as Instagram, TikTok, and Netflix.”
