SURJ Sports Investment and Kings League partner to launch Kings League MENA

SURJ Sports Investment and Kings League has partnered to introduce the Kings League Mena.

Launching in late 2025, the MENA edition of the Kings League will become the latest addition to a growing global network that already includes leagues in Spain, Italy, France, Germany, Brazil, and Latin America. The inaugural host for this innovative competition will be Saudi Arabia.

The Kings League MENA aims to blend regional football talent with unique live events and digital-native content formats.

Commenting on the partnership, CEO of SURJ Sports Investment, Danny Townsend, said: “We’re bringing an entirely new model to market, one that embraces the competitive spirit of football while tapping into the vibrancy of digital creators and youth culture.”

He emphasised the venture’s contribution to a burgeoning sports ecosystem aimed at long-term returns and engagement with younger fans.

CEO of Kings League, Djamel Agaoua, added: “Saudi Arabia is the perfect launchpad for a league that’s bold, fan-first, and digitally native.”

Together, the partnership aims to fuse entertainment, sport, and regional culture in a compelling manner.

It aspires to expand the traditional football experience by integrating gamified elements and appealing to modern spectators.

This joint endeavour represents a significant advancement in the landscape of sports entertainment in MENA.

Its combination of competitive football, celebrity streamers as team owners, and a youth-centric approach is particularly designed to engage younger audiences.

Notably, 80% of Kings League’s 30 million global social media followers are under the age of 34, aligning perfectly with nearly 70% of Saudi Arabia’s demographic being under 30 years old.

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