Kings League, an up-and-coming soccer competition, has recently signed with big broadcasters as media partners for the World Cup of Nations. The league's chief executive Djamel Agaoua has expressed openness to working with traditional broadcasters provided they are willing to invest in the product.
Traditionally, Kings League matches have been broadcasted for free on major streaming platforms such as Twitch and YouTube. This strategy is aimed at driving awareness and generating exposure for commercial partners while capturing younger audiences that are believed to be dissatisfied with conventional soccer.
The league is backed by Gerard Pique’s Kosmos venture. Pique is a former Barcelona star who sees potential in this new approach towards broadcasting soccer games.
Major media partnerships for World Cup of Nations
However, the landscape seems to be changing as several major media partners have signed up for the Kings League World Cup of Nations taking place in Turin. These include CBS in the US, DAZN in Japan and Australia, ESPN and Disney+ in Latin America, and Sky Sport in Italy. All these broadcasters will show the tournament on a non-exclusive basis.
In addition to these partnerships, a deal has also been struck with OneFootball which will show matches where no formal media agreement exists such as Spain, Germany and UK territories.
Speaking at the Sportel sports business conference held recently in Monaco; Agaoua stated that while direct media revenues are important; availability takes precedence over them. He emphasized that Kings League would continue prioritizing availability but was open to collaborating with any broadcaster willing to understand their product better before investing.
Kings League, Chief Executive Djamel Agaoua, said:
“We’re already working with [traditional] media partners, They invest in our IP by creating talk shows, explaining rules, and building rivalries to engage their audiences.
“We’re not chasing big broadcast deals yet. We’re focused on partners who promote and expand our reach effectively. Distribution alone isn’t enough – we need partners committed to investing in the product.”
Attracting younger audiences
Earlier this year Pique claimed that 85% of his audience was under the age of 34, and some Kings League seven-a-side soccer competition matches attracted larger audiences in Spain than some LaLiga matches. This is significant as LaLiga, Spain's top-flight soccer division, is largely behind a paywall while streaming platforms showing Kings League typically have larger audiences.
The shift towards streaming platforms for broadcasting sports events has been gaining momentum over the years. The success of Kings League in attracting younger audiences and major media partners signifies a potential change in how sports are consumed globally. Traditional broadcasters willing to invest in such ventures could find themselves at the forefront of this evolving landscape.
