Roger Hampel
Photo Credit: Serie A
Kings League, the innovative 7-a-side football competition founded by Gerard Piqué, has announced a partnership with Lega Serie A, Italy’s top football league. The agreement aims to enhance fan engagement, develop new content, and create shared experiences between the two leagues, reflecting the growing influence of sports entertainment in football.
Expanding Football Entertainment in Italy Serie A Kings League
The collaboration between Kings League Italy and Serie A brings together traditional football and modern fan-driven formats. As part of the agreement, both leagues will co-develop events, produce digital content, and create interactive activations aimed at attracting new audiences, particularly younger fans who consume football through digital and social media platforms.
Kings League has already attracted the involvement of iconic Italian footballers such as Zlatan Ibrahimović, Francesco Totti, Alessandro Del Piero, Gianluigi Buffon, Leonardo Bonucci, Claudio Marchisio, and Luca Toni, demonstrating its growing appeal within the traditional football ecosystem.
Statements from Key Figures
Luigi De Siervo, CEO of Lega Serie A, emphasized the importance of adapting to evolving audience preferences:
“We at Lega Serie A are delighted to announce this partnership with Kings League. 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 customisation are intriguing, and have resulted in their fan base being engaged with and excited for all elements of the league. We believe combining our traditions and legends with the creativity of Kings League will open up new opportunities for both entities, capture a wider audience, and further strengthen Serie A’s position as one of the premier football leagues in the world.”
Djamel Agaoua, CEO of Kings League, highlighted the global impact of the partnership:
“We are thrilled to announce our partnership with Lega Serie A. Serie A is one of the most prestigious football leagues in the world, and we are delighted to be joining with them to provide new and exciting content and sporting opportunities for our fans. 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, which carefully blends tradition with modernity, fostering excitement in new fans. Together with our friends at Serie A, we look forward to creating new opportunities for a new generation of football fans, and reaching new heights together.”
Kings League’s Growing Influence in Football
Since its launch in Spain in 2022, Kings League has introduced a highly interactive football format that integrates gaming elements, fan interaction, and fast-paced matches into traditional football. With 12 teams per league, owned by a mix of football legends, digital creators, and influencers, the league has rapidly expanded its global reach. Matches are played in a single-day format, leading to end-of-season playoffs and finals in major stadiums such as FC Barcelona’s Camp Nou, Atlético Madrid’s Metropolitano, and Mexico’s Estadio Azteca.
Kings League’s digital-first approach has attracted a highly engaged Gen Z audience, with games streamed across multiple social media platforms and generating high levels of fan interaction. The league’s most recent international competition, Kings World Cup Nations, demonstrated its global appeal, drawing over 100 million viewers and generating 1.5 billion social media impressions. The tournament's final, held at Juventus’ Allianz Stadium, saw Brazil defeat Colombia in front of more than 40,000 spectators.
What This Means for Italian Football
The partnership between Kings League Italy and Serie A represents a shift towards more interactive and digitally driven football experiences. By combining Serie A’s tradition and legacy with Kings League’s modern, entertainment-driven format, both organizations aim to expand their audience base, particularly among younger fans who engage with football primarily through digital platforms.
This collaboration also aligns with Serie A’s broader strategy of strengthening its position as a global league, enhancing its visibility beyond traditional broadcasting, and adapting to changing fan behavior. By working with Kings League, Serie A taps into a new era of football entertainment, where fan engagement, interactivity, and digital content play an increasingly vital role in shaping the sport’s future.
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