Shorter matches, wild rules, and fan engagement—how the Kings League is changing the way young people consume football.
At Leader 2024, Gerard Piqué, the legendary Barcelona defender and serial entrepreneur, sat down to discuss his latest groundbreaking project, the Kings League, a bold fusion of football and entertainment designed to captivate the digital generation.
The Pitch:
Kings League is redefining football for the digital generation, blending sport with entertainment in a way that’s never been seen before. Launched with 12 teams owned by streamers and legends like Kun Agüero and Iker Casillas, the Kings League features 60-minute matches and fan-driven rules, where audiences vote on everything from ball colour to game-changing wild cards. Designed for Gen Z, the league prioritises fast-paced, interactive gameplay and streams live on platforms like Twitch and YouTube, catering to viewers who prefer quick, digital-first experiences. With sold-out stadiums and a growing global reach, Piqué’s radical new format is gaining major traction.
Here is how it works:
12 teams owned by streamers and football legends like Kun Agüero and Iker Casillas.
Matches last 60 minutes rather than the standard 90.
Interactive rules: Fans can vote on key changes, such as ball colour, match tactics, and gameplay elements.
Wild cards like penalty advantages or player removals, adding an unpredictable, exciting element.
Games are streamed live on platforms like Twitch and YouTube, targeting digital-first audiences.
The league has gained huge popularity by breaking away from the traditional football format and engaging fans in new ways.
Soundbites - In Piquet's Words:
On Kids & Sports Consumption
"Traditional sports are too long for them."
Piqué opened up about how his football-viewing habits have evolved, reflecting a shift that mirrors the consumption patterns of younger audiences.
“For them, traditional sports, not just football but basketball, tennis—it’s too long. They follow everything, but they won’t watch 90 minutes or two and a half hours of a match. They’re on their tablets, they’ll switch off after 15 minutes. We needed to create a product that’s short, exciting, and keeps their attention for the entire competition.”
On the Kings League Format
"It’s like football, but with a video game twist."
Describing the Kings League format, Piqué explained the essence of this new football frontier, heavily influenced by fan input and digital interactivity.
“We asked our audience everything—even if they wanted the grass to be green or another colour. They chose black, so we changed it. The last two minutes, we use an orange ball, and if you score, it counts double. We even stop the game to throw dice from the stands to decide if it’s going to be two versus two for a few minutes. It’s wild, but people love it. It’s a mix of traditional football with video game elements.”
On Competing for Attention
"We’re not competing with other sports, we’re competing with Netflix."
For Piqué, the modern-day competition isn’t just other sports leagues. It’s everything from streaming platforms to social media apps.
“Football isn’t just up against other sports anymore. We’re competing with Netflix, Instagram, TikTok. Kids would rather watch 60-second clips than sit through a full game. Federations need to understand this and modernise if they want to keep these young fans engaged.”
On Fan Involvement
"The audience is the most important part of the product."
One of the Kings League’s unique selling points is its deep connection with the audience. Fans aren’t just passive viewers; they actively shape the rules of the game.
“At the end of the day, the audience is the key. They decide everything, from the rules to the colour of the grass. We make them part of the process, and that’s why they’re so invested.”
This engagement strategy has clearly worked, with matches selling out stadiums like Barcelona's Camp Nou and Atletico Madrid's Metropolitano.
On Traditional Football vs Kings League
"It’s about being complementary, not competitive."
Piqué is adamant that the Kings League isn’t here to replace traditional football. Instead, he sees it as complementary—a different way of consuming the sport, without taking away from the original.
“People thought we were going against football, but we’re just offering another option. Kids can watch the Kings League and still follow traditional football. It’s not one or the other.”
On Handling Criticism
"From circus to success."
Piqué recalls how the establishment wasn’t exactly welcoming when the Kings League launched. Javier Tebas, the president of La Liga, famously labelled the concept a circus, predicting it wouldn’t last.
“We didn’t take it personally. We had Kun Agüero dress as a clown and play in the next match to mock the comment. Fast forward 18 months, and Tebas even did a cameo in one of our videos. That’s when you know you’ve won people over.”
On Sports as Entertainment
"It’s about more than football, it’s entertainment."
As Piqué looks to expand the Kings League globally—next up: Brazil, Italy, and possibly the UK—his focus remains clear: football, but fun. With plans for a World Cup-style tournament for both Kings League and Queens League, the revolution he’s spearheading shows no signs of slowing.
“We’re competing for attention. That’s why it has to be a show. And that’s what we’re doing, we’re creating a show where you can’t take your eyes off the action.”
Piqué’s vision of football’s future is bold, risky, and exactly what the sport may need to stay relevant in an increasingly crowded entertainment landscape.
About Gerard Piqué
Gerard Piqué is a retired Spanish footballer known for his illustrious career with FC Barcelona and the Spanish national team. Born on February 2, 1987, in Barcelona, Piqué rose through the ranks of Barça's famed La Masia academy before a brief stint at Manchester United. Returning to Barcelona in 2008, he became one of the world’s top defenders, winning multiple La Liga titles, Champions League trophies, and helping Spain secure the 2010 World Cup and Euro 2012.
Beyond football, Piqué is an astute businessman. After retiring in 2022, he founded the Kings League, an innovative football competition blending sports and entertainment, and co-owns FC Andorra. Known for his intelligence and media-savvy, Piqué has successfully transitioned from world-class footballer to sports entrepreneur.
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