Gerard Pique is driven by a distinctive vision, fueled by his passion for soccer and a sharp business sense. He constantly looks to the future, seeking the next big opportunity rather than dwelling on past achievements. Pique has concrete plans for the Kings League, the seven-a-side competition he founded in 2022, known for its innovative rules. Since October 2024, Djamel Agaoua has taken on the role of CEO, assisting the league in reaching its new goals, beginning with establishing a presence in the United States, as Pique and Agaoua shared with CBS Sports. They view the Kings League not as a rival to traditional soccer, but as an effort to build a complementary, parallel system, as highlighted during their interview.
“We aren`t competing with soccer; we aim to create a product that complements it,” Agaoua stated. “While a traditional audience may not grasp our objectives, our target is a different demographic.”
The Kings League strives to create a product with broad appeal, particularly targeting younger audiences, but also attracting global investors and potential team owners. Their data suggests that 40% of potential soccer fans no longer watch conventional matches, and 85% of their current audience is under 35, largely drawn from the eSports and streaming communities. This insight led them to structure clubs owned by streamers, who bring their own viewership and broadcast the games. Interestingly, this model appears unconcerned with piracy, a major challenge for traditional broadcasters.
“It doesn`t bother us if different platforms or streamers show the same content; in fact, we see it as beneficial,” explained Pique. “If a team is owned by a streamer or a former player, our ideal viewer might switch to another streamer`s channel if something noteworthy happens. They are consuming the same core product but experiencing it differently.”
The Kings League has also secured deals with conventional broadcasters worldwide (including CBS Sports), primarily for market access rather than revenue. “We want to reach mainstream media, but our agreements are non-exclusive. They serve as a gateway to the market,” Agaoua noted. “We value media partners who are willing to dedicate time to explain our rules and system more than the financial terms they offer.”
The audience remains central to the Kings League`s decision-making process, such as allowing fans to vote on the pitch color, a point Pique emphasized. “70% voted for black turf, and now when people see a black pitch, they instantly associate it with the Kings League.” Their model also fosters competition for team ownership. “We aren`t increasing the number of clubs; creators have the option to sell teams. This encourages potential owners, including players, to invest. There`s significant interest, even from professional players, but our focus is on creating an ecosystem where all teams are profitable, unlike many traditional soccer clubs today. While we started with streamers, our goal is to become mainstream.”
Currently, the Kings League operates in Spain, Italy, France, Germany, Central America, and Brazil. Upcoming launches are planned for the MENA (Middle East and North Africa) region and the United States in the fall, ahead of the 2026 World Cup. “We are building an international ecosystem,” Pique stated. “The World Cup of Clubs helped us identify markets ready for their own leagues. Last year, our aim was to generate international excitement, and Brazil was a perfect fit. It has an incredible street soccer and streamer culture. Our first season there saw nine to ten million users connected per matchday, culminating in the final played at the Palmeiras stadium. France boasts arguably our strongest lineup of involved players, including Mike Maignan, Aurelien Tchouameni, and Eduardo Camavinga. 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 remarkable.”
Business partnerships are also vital, as Agaoua pointed out. “In new markets, young people primarily use their phones, not traditional TV. Additionally, many sponsors approach us because opportunities to target younger generations like ours are scarce. They understand they are reaching a very specific audience and know what they get with us. We firmly believe soccer isn`t competing with basketball or other sports; our main competitors are platforms like Instagram, TikTok, and Netflix – content platforms.”
