The burgeoning landscape of small-sided, digital-focused soccer leagues is currently proving a lucrative ride for sports investors, with audience figures and global reach expanding rapidly, though questions persist regarding the format’s long-term viability.
These innovative leagues are offering a fresh alternative to traditional 90-minute soccer, specifically targeting a younger, digitally-native demographic.
New entities such as Spain’s Kings League and Germany’s Baller League have emerged in recent years, captivating audiences with gamified rules, a blend of former professional players and popular content creators.
This approach is translating into impressive streaming figures and significant international expansion, notably into the highly profitable US market, attracting substantial financial backing.
US-based Alignment Growth, a firm with a diverse sports portfolio, recently spearheaded an investment round for the seven-a-side Kings League, co-founded by Spanish international Gerard Piqué.
That raised $63 million last month, taking the league’s funding to over $160 million since its 2023 launch.
Kevin Tsujihara, co-founder and managing partner at Alignment, told Reuters: “From an investment perspective, these properties offer something traditional sports can’t: Direct audience ownership, lower infrastructure costs, rapid international scalability, and monetization models aligned with digital platforms.”
The Kings League is set to launch in the US this year, marking its eighth domestic men’s league globally, spanning from Italy to Saudi Arabia.
While typical market entry costs are estimated at 5-7 million euros, the US venture is expected to require a more substantial outlay.
Similarly, the six-a-side Baller League is preparing for its US debut in March, ahead of the World Cup, following a successful expansion into the UK. EQT Ventures, a major backer, led a funding round in December 2024 that raised $25 million.
Tom Mendoza, a partner at EQT Ventures, the venture capital arm of Swedish private equity firm EQT, commented to Reuters: “The upcoming US launch and the CBS Sports broadcast deal represents global consumer appetite for the format and a world-dominating ambition from the team that is hungry to leave an impression on the biggest sport on Earth.”
Investors are keenly observing the evolving sports consumption habits, noting a significant shift towards mobile and tablet viewing, away from conventional television screens.
Tsujihara added: “What attracted us is the convergence of three powerful trends: the shift of younger audiences to digital-first content consumption, the creator economy’s ability to drive authentic engagement, and soccer’s universal appeal.”
A Deloitte study indicates that approximately 90% of Generation Z and Millennials now consume sport via social media, a trend these new leagues capitalise on by often broadcasting on free platforms like YouTube and Twitch.
Mendoza further noted: “Pull of user-generated content for youngsters was far greater than the levels we initially anticipated at the time of investment.”
However, not all observers are convinced of the long-term success.
One anonymous investor cautioned that viewership and in-stadium attendance alone do not guarantee investment success, emphasising the need for robust financial metrics. The enduring global appeal of traditional football also presents a formidable challenge.
Jordan Wise, a football agent and entrepreneur, expressed scepticism: “I think there’s a misconception that alternative formats like Baller League are as compelling as the highest level of the sport. They’re not competing on the same emotional or competitive plane.”
Wise, founder of advisory firm EDEN and creative agency CAOS, estimated a credible US launch would cost a hefty $8 million-$15 million or more in the first year “if you want to make real noise”, given the higher costs of talent, media and staff.
In a potentially concerning development, the Baller League has temporarily halted its German operations to prioritise its US launch, with no official reason provided.
The broader trend of investors diversifying into smaller leagues is perhaps unsurprising, given the wider enthusiasm for sports assets.
Financial advisers Oaklins reported 192 private equity sports deals in 2025, a significant increase from 54 in 2019.
Valuations are also on the rise; the Ross-Arctos Sports Franchise Index, tracking North America’s top four leagues, saw a 5.2% growth in the third quarter, achieving a 16.9% year-to-date return in 2025.
This encouraging environment is prompting investors to explore new sports assets for future gains, despite the inherent risks in an unproven field.
