Former football stars such as Gerard Pique, Kaka, Miguel Layun, Claudio Marchisio, and Bastian Schweinsteiger, collectively holding vast experience from multiple World Cups, recently gathered virtually. Their meeting was not centered on recalling past on-field achievements but on discussing the Kings League, including responses to its detractors.
Miguel Layun, during the hour-long online press conference, specifically addressed the critics, stating, “Thank you for the haters. We love haters here. We are in the circus planet, so it`s all about [entertainment] and haters are part of entertainment.”
The Kings League, a 7-a-side competition launched in 2022 by Pique as his primary post-retirement venture, has quickly become a subject of intense discussion – viewed by some as an innovative way to engage a new generation of fans, and by others as an unnecessary attempt to alter the fundamentals of the sport. Originating in Spain, it has rapidly expanded globally, with the second Kings World Cup Clubs tournament scheduled for Paris next month. The league is characterized by its unconventional approach and dynamic rule set, which includes features like no ties, unlimited substitutions, and unique game mechanics that can reduce play to one-on-one duels.
This format is specifically designed with Gen Z and Gen Alpha audiences in mind, drawing inspiration from the continuously updating rules found in video games they frequently play. Beyond the rules, Pique has publicly contended that traditional 90-minute football matches are excessively long, citing data suggesting younger viewers struggle with such prolonged commitments. This viewpoint serves as a foundational argument for the Kings League`s format and has attracted investments, such as from Saudi Arabia`s Public Investment Fund, while also drawing notable opposition, including from La Liga president Javier Tebas.
However, Pique firmly asserts that the Kings League is not positioning itself as a rival to traditional football.
We always say that we are very complimentary to football. The other day, I put the example of films and [television] series are different products [but] are very similar and people love films and people love series so they can follow traditional football on traditional TV and at the same time, consume Kings League on the phone or the iPad or tablet or whatever. This new generation, they are able to do that because they consume differently and they can do it at the same time, two or three different screens.
Pique has also likened the Kings League experience to interactive video games, a comparison the organization claims resonates successfully. He presented data showing the previous Kings World Cup Clubs in January attracted over 100 million unique viewers across its live streams, with the final match between Brazil and Colombia reaching a peak of more than 3.5 million simultaneous live-streaming devices.
The central appeal to younger demographics, according to the league, is its explicit focus on entertainment. This priority influences its unconventional rules and even extends to performative responses deliberately crafted to generate attention and engagement.
Pique elaborated on their strategy regarding critics: “When we have haters or we have people that go against us, what we try to do is take it in a fun way.” He recounted an instance where La Liga president Javier Tebas dismissed the league as a “circus,” to which they responded by having former player Sergio Aguero dress as a clown to play in a match.
In line with the Kings League`s nature as a competition sparking considerable debate, its entertainment value, particularly involving retired players, encompasses more than just countering negative feedback.
Miguel Layun shared his personal connection to the project: “I just kind of fell in love because my opinion is football is entertainment, you know?” He reflected on the passion for football developed as children from the simple joy of playing and watching, noting that the professional career focus on winning titles can sometimes lead players to lose sight of their fundamental role in entertaining the audience.
