In a landmark move that signals a potential shift in the football landscape, Lega Serie A, Italy’s top-tier professional football league, and Kings League, the innovative 7-a-side league, have announced a strategic partnership.
This collaboration aims to connect with younger audiences by blending the rich tradition of Serie A with the dynamic and entertainment-focused approach of the Kings League.
The partnership will focus on co-developing engaging events, producing compelling digital content, and creating interactive experiences designed to attract and cultivate a new generation of football fans. This initiative recognizes the growing influence of digital platforms and the demand for more accessible and dynamic football experiences.
Serie A, home to storied clubs like Juventus, AC Milan, and Inter Milan, brings a storied history, world-class talent, and a massive global fanbase to the collaboration. Italian football legends such as Zlatan Ibrahimovic, Claudio Marchisio, Luca Toni, Francesco Totti, Alessandro Del Piero, Gianluigi Buffon, and Leonardo Bonucci have already been associated with the Kings League, further bridging the gap between the two leagues.
Kings League Italy, with its unique rules, influencer-owned teams, and emphasis on entertainment, has quickly resonated with younger demographics. The synergy between these two leagues is expected to create a powerful force in the football world.
“We at Lega Serie A are delighted to announce this partnership with Kings League, “said the CEO of Lega Serie A, Luigi De Siervo. “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 about 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, continued, “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.”
This partnership underscores the growing recognition within traditional football institutions of the need to adapt to changing consumption habits and embrace new formats to remain relevant and engaging in an increasingly competitive entertainment market. The alliance raises questions about the long-term impact on the structure of football and the potential for future collaborations between traditional leagues and emerging formats.
The recent Kings World Cup Nations tournament, an international competition featuring 16 national teams, showcased the growing popularity of the format. The tournament, held in Italy, garnered over 100 million viewers worldwide and generated 1.5 billion social media impressions. The grand finale, which saw Brazil triumph over Colombia at Juventus’ Allianz Stadium, was attended by over 40,000 fans.
The success of the Kings World Cup Nations further highlights the potential of this partnership and its ability to resonate with a global audience. While the full details of the partnership are yet to be revealed, the collaboration between Serie A and Kings League Italy represents a significant step in the evolution of football and promises an exciting future for the sport.