competition for the Kings League, Cosmos Streamers like (Gerard Piqué) IbaiThe day after the Camp Nou final was just as important, if not more so. After the first ‘split’ came the recurring question in these emerging projects as the title of each division of the tournament: “What now?”
Already on the route page queens leagueas well as women’s soccer Prince Cup (childish), but the key was inside increase sponsorships, unite the masses And became the benchmark for ‘sports entertainment’ (sports and entertainment).
Jijantes player Andrea Pirlo in Cuatro
Something they achieve with dramatic blows, for example Andrea Pirlo Sunday ’14. will play as a player Jijantes FC by Gerard Romero, one of the most recognizable faces of the project. The Italian legend joins the roster of former football players in one of the Kings League teams. The most notorious case was: RonaldinhoIts participation garnered more than two million viewers.
Unlike the Brazilian’s look, the 2006 world champion’s look comes in a more mature context for the Kings League. The most obvious example is the match between Jijantes and Pío FC. It will air at 21:00 on Cuatro.. A traditional television ‘prime time’ show for a product that, although born in January, has already become a multiplatform reality with major advertisers growing in the second ‘split’ starting in May.
Kosmos commercial ‘brain’ Alex Soriano
“Everything at the end of 2022 was a future-oriented project that we ‘hoped to go well’. We can talk about consolidation months later. brands that bet on us not knowing if it will explode“He tells EL PERIÓDICO DE ESPAÑA of the Prensa Ibérica group that the position that Kings League commercial director Alex Soriano holds at Kosmos is the same and that competition is an absolute priority from now on. Closing Kosmos Tennis and Kosmos Managementsections dedicated to racket business.
The decision came 5 months after the incident. End of Davis Cup deal Between the company founded in 2017 and the International Tennis Federation. Openly, Soriano is one of Piqué’s strongmen.He describes himself as “an outstanding man with the same winning mentality that he had on the pitch” and his mix with Ibai “a winner for all, allowing them to innovate and dare with different things like the Balloon World Cup”. .
One professional who came in said that Soriano had worked for the same company for about 15 years before Kosmos, “it was like my home, but then they offered me the opportunity to participate in a new and very ambitious project in my industry and in Barcelona.” from Worldwide Beach Soccerthe governing body of beach soccer, a modality that has also emerged as an alternative to traditional soccer.
“Long-term” cooperation with Mediaset
The main task that Soriano performs is, use and management of television rightsIt’s a landmark experience in the rise of Kings League, a competition that expands its boundaries beyond Twitch, the platform it uses as the basis for its expansion. At the beginning of May, an agreement was signed between Kosmos and Mediaset. A “long-term collaboration” to release several games through Cuatro.
“The deal is the chain’s clear commitment to reaching new audiences. Preliminary data confirms this. High follower rate under 34 years old. Cuatro aims to enliven the audience, and both Kings and Queens are an excellent product,” explains Soriano, who is not interested in data from early releases like Kosmos with a 3.5% audience share and an audience of up to 382,000.
These are slightly lower data than those reported by the Cuatro news program in that space (4.5% share and up to 410,000 viewers), but represent another window for advertisers for Kings League and point to the goal achieved. “It’s an opportunity to reach audiences who are struggling to get on Twitch. They will be complementary,” Soriano argues.
150% “engagement” for advertisers
In addition, the advertising director insists that “they were clear from the very first moment. Either we went to a main chain in ‘prime time’ and were open or we didn’t.The question now is to know how Mediaset handles the data, but it is cited as a “long term” argument for it.
Average viewership on Twitch has also moderated: from 225,000 on the first day of the second ‘split’ to 145,000 on the fourth day, according to data from StreamsCharts, the reference source for measuring Twitch viewers. But both television and purely digital data ‘Pirlo effect’ this weekend.
“Sponsor brands that publish competitive content with presidents and players, increased their “links” (user’s loyalty to a brand) by more than 150%. That says it all,” says Soriano. A prime example of advertiser satisfaction is at InfoJobs, which gave its name to the Kings League.
“The entertainment and advertising world is undergoing a revolution due to changes in the way content is consumed and competition helps television offer other content“, defended InfoJobs Brand Manager Nilton Navarro after the premiere at Cuatro.
Navarro focused on brands that “buy in” in the broadcast. Cupra, balloon, mercedes benz anyone tanqueray. “I’m sure the TV viewership will increase as the competition gets stronger and there are those ‘hype’ moments where team leaders know how to do it very well,” the manager added.
Second most watched league on TikTok
Kings League’s commercial director, Soriano, emphasizes the multiplatform approach. “In the first ‘split’ more than one 220 million views on VOD (video on demand) It has a peak of 2.16 million and an average viewership of 557,000”, explains the commercial manager of Kosmos.
Another prominent figure is World’s second league with more views on TikTok“Only behind the UEFA Champions League, more than three times the Premier League or ten times more than Serie A. We’re also the ones with the most ‘engagements’ above the NFL, NBA or MLB”. These are the data that Kosmos brings to the negotiations with very different sponsors.
“InfoJobs and Oysho (Queens’ main sponsor) are different, but they bet on us not knowing yet if it would explode. Different brands, but with similar goals: to bring their services and products closer to the youngest audiences. I dare say we have Competitions that provide the best interaction in the 18-36 age segment“, argues Serrano, who emphasizes the multidisciplinary nature of the Kings League despite comparisons to other tournaments.
Player salary crisis
“Yes, we play with a ball that should be scored and therefore we are football, but we have new rules from water polo, basketball, handball… We are a different product. I don’t think we are anyone’s enemy, we chart our way and want to cross borders.. “We’re trying to make a ‘sports-entertainment’ product that engages youth in our own ways,” says Kosmos’ commercial director, who has already faced several crises.
The last one was about player salaries. In fact, it was one of the topics covered in the ‘Chup Chup’ program that takes place after each day. The current leader of the second ‘split’, xBuyer player Pablo Beguer, argued in front of Gerard Piqué: “The league is going very well and we could have compensated a bit more”. It should be noted that the Kings League pays each player 75 Euros per game as a base.
“It’s true that they earn little, because the league spends a lot for people’s enjoyment,” replied Piqué, urging them to form a committee. Consulting this newspaper, the organization of the Kings League explains: “It has been made clear several times that, salaries would be raised, but it was not defined that he would head the second ‘split’.. We had a meeting with the players recently. We’ll fix it soon, but privately.”
‘Pirlo effect’ to entice other viewers
The ‘cache’ of players exceeding ’11’ is discussed separately. This situation Andrea Pirlowhat will happen ’14. player’, unusual name this will take the Italians to play a match against Jijantes FC. Collaborating with advertisers like Adidas is a blow.
The sportswear manufacturer is responsible for the equipment of the teams, Sold for 69.99 euros in the Kings League store. Pirlo’s is a dual move to attract a more traditional audience and increase the competitive tension that entices even the youngest.
“These are hard to 90 minutes watching a full football game on TV or three or four hour tennis matches,” Soriano explains. The product of the Kings League is a product where “things happen all the time”: secret weapons, dice, penalties—the president.
“I don’t think traditional sport is dead, much lessHowever, it is necessary to go one step further in order to be able to interact according to which young audience. And that’s what we put our efforts into,” says Soriano, the commercial “brain” of an ongoing competition that goes beyond those who are still skeptical of its development outside of traditional sport.