Kings League, the innovative soccer competition created by Gerard Pique’s Kosmos Group, is making waves again. This time, they are venturing into the Middle East and North Africa (MENA) region through a strategic partnership with Saudi Arabia’s SURJ Sports Investment. The joint venture aims to launch Kings League MENA later this year, marking the seventh league under the Kings League umbrella.
The upcoming Kings League MENA is not just your ordinary soccer league; it promises to revolutionize the sporting experience in the region. By embracing a digital-first approach, the league aspires to captivate fans and redefine how they engage with the game. Through a mix of regional talent, engaging content tailored for digital platforms, and exciting live events, Kings League MENA is set to create a unique blend of sports and entertainment.
Danny Townsend, CEO of SURJ, expressed his enthusiasm for this groundbreaking initiative by stating,
“Kings League MENA is unlike anything the region has seen.”
He emphasized that this new model celebrates football’s competitive spirit while tapping into the vibrancy of digital creators, fans, and youth culture. The goal is clear – to create an unparalleled platform that resonates with audiences across the Arab world.
Djamel Agaoua, CEO of Kings League, echoed this sentiment by highlighting their shared vision with SURJ. He remarked on how Saudi Arabia provides the ideal foundation for a league that prioritizes fan engagement and digital innovation. Agaoua emphasized that their collaborative effort aims to fuse entertainment, sports excellence, and digital trends seamlessly – catering specifically to the energy and drive of the MENA region.
The partnership between Kings League and SURJ signifies a significant milestone for both entities in 2025. For SURJ Sports Investment – a subsidiary of Saudi Arabia’s Public Investment Fund (PIF) – this collaboration adds another feather to its cap following previous successful ventures in sports investments.
Moreover, Kings League continues its meteoric rise by expanding its footprint across different continents. With leagues already established in Spain, Mexico, Brazil, France, Italy and Germany; entering MENA opens up new avenues for growth and audience engagement.
An interesting aspect highlighted in their official release was about their social media impact worldwide. In 2024 alone,
Kings League generated over seven billion impressions globally through social media content – showcasing their immense popularity among fans worldwide.
According to insights from Kings League itself – which targets reshaping soccer for today’s digitally savvy generation – an impressive 80 percent of their global social media followers are under 34 years old. This statistic underscores their appeal among younger demographics who seek fresh approaches to traditional sports entertainment.
On the other hand,
SURJ notes that nearly 70 percent of Saudi Arabia’s population falls below age 30; positioning Kings
League as an attractive avenue to engage with Saudi youth effectively.
This strategic move not only showcases ambitious business strategies but also underscores how sports can act as a cultural bridge connecting diverse audiences worldwide.
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