LONDON, Feb 24 (Reuters) – Sports investors diversifying into emerging new small-sided, digital-focused soccer leagues are enjoying the ride so far, with audience figures and global reach expanding – but questions remain over the format’s long-term viability.
Seeking to offer an alternative to traditional 90-minute soccer, new leagues such as the Spanish-based Kings League and German-originated Baller League have sprung up in recent years seeking to appeal to a younger, digital-oriented audience.
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The formats, with gamified rules and a mix of former players and content creators, are drawing ever-better streaming figures and spreading internationally, including into the lucrative U.S. market. Money is flowing in too.
U.S.-based Alignment Growth, which has a portfolio in sport, led a recent investment round for the seven-a-side Kings League founded by Spanish international Gerard Pique. That raised $63 million last month, taking the league’s funding to over $160 million since its 2023 launch.
“From an investment perspective, these properties offer something traditional sports can’t,