May 28 – Kings League, the disruptive seven-a-side football concept launched by Gerard Piqué, is expanding into the Middle East and North Africa (MENA) region through a new joint venture with Saudi-based SURJ Sports Investment.
Dubbed Kings League MENA, the new competition will mark the seventh regional iteration of the Kings League global model and is slated to debut later this year, with Saudi Arabia confirmed as the host country for the inaugural season.
The deal signals the continued globalisation of Kings League’s hybrid sports-entertainment format, which combines traditional football with gamified rules, celebrity-owned teams, and digital-native content designed to maximise social media engagement and appeal to younger audiences. It is also the latest example of Saudi Arabia leveraging international IP to bolster its burgeoning sports economy and soft power footprint.
Since its 2022 launch in Spain by former FC Barcelona defender Piqué, the Kings League has grown rapidly. Leagues are now either active or in development in Brazil, France, Germany, Italy, and across Latin America.
According to Kings League, its social media output generated more than 7 billion impressions and 400 million engagements globally in 2024 alone. The league boasts 30 million followers across platforms, with 80% under the age of 34 – a demographic closely aligned with MENA’s own youth-heavy population base. In Saudi Arabia, nearly 70% of citizens are under 30.
The joint venture with SURJ Sports Investment is structured to localise this formula while tapping into the Kingdom’s aggressive sports investment strategy, part of a broader push under Vision 2030 to diversify the national economy and establish the country as a global player in sport and entertainment.
Although financial terms were not disclosed, the announcement follows a pattern of strategic Saudi investments in sports entities with global reach and digital scalability. Kings League MENA will follow the original’s blueprint with additional regional elements, including open player tryouts, community activations, and team ownership by regional celebrities and content creators. Full details on team identities and competition format are expected in the coming months.
By moving into the Gulf, the league also opens doors to sponsorship, media rights, and live event revenues in one of the world’s fastest-growing sports markets.
For SURJ Sports Investment, the deal represents a strategic move into owned content and league operations, rather than simply rights acquisition or event hosting. The partnership provides access to a proven format with built-in digital virality and international brand equity, while Kings League gains a launchpad in a region where governments are increasingly willing to invest in alternative sporting concepts.
Danny Townsend, CEO of SURJ Sports Investment, said: “Kings League MENA is unlike anything the region has seen. We’re bringing an entirely new model to market – one that celebrates football’s competitive spirit while embracing the energy of digital creators, fans, and youth culture. This venture reflects SURJ’s broader mandate to invest in sports IP and enablement platforms that deliver long-term returns, grow the ecosystem, and connect with the next generation of fans across the region.”
Contact the writer of this story, Harry Ewing, at moc.l1748556721labto1748556721ofdlr1748556721owedi1748556721sni@g1748556721niwe.1748556721yrrah1748556721