The Kings League faces fierce competition as Cosmos Streamers led by Gerard Piqué and Ibai push the scene forward. The day after the Camp Nou final carried as much weight as the finale itself. When the first phase broke apart, a guiding question appeared in every new league banner: What comes next?
Road pages already highlight the Queen’s League and the women’s Prince Cup, while the focus remains on growing sponsorships and uniting fans. The aim is clear: to set a standard for sports entertainment by blending athletic spectacle with narrative and showmanship.
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Jijantes FC revenues the spotlight, and Andrea Pirlo joins the Cuatro broadcast as a Jijantes FC player under the guidance of Gerard Romero. The Italian champion joins a roster of former football stars in the Kings League, following the fame of Ronaldinho whose participation drew over two million viewers. These moves place Pirlo in a mature, strategic context for the Kings League, with the Jijantes versus Pio FC clash slated for 9 pm on Cuatro. This prime time approach marks a television strategy that has grown into a multiplatform phenomenon with rising advertiser interest as the second split begins in May.
Andrea Pirlo appears as a notable entry, while Pirlo’s involvement signals a broader trend of high-profile names merging with Kings League teams. A period where the event has become a mainstream TV product, yet it continues to thrive across multiple screens and platforms. The evolution reflects a balancing act between traditional broadcasting and digital momentum.
Kosmos commercial director Alex Soriano outlines the strategy
The leadership at Kosmos confirms that the late 2022 plan has matured into a concrete, forward-looking project. The commercial head at Kosmos stresses that the competition has become a key priority, including the closing of Kosmos Tennis and the restructuring of Kosmos Management to focus on racket sports. This framing comes after a pivotal agreement signed in 2023 with Mediaset to extend game coverage on Cuatro.
The decision underscores a pledge to broaden audiences. Early indicators show a strong following among viewers under 34, suggesting that a longer collaboration with Mediaset will help reach new viewers. The Kings League and Queens are viewed as complementary products with strong brand potential.
Some data from the early releases show a 3.5 percent share and a reach of up to 382,000 viewers, while Cuatro reports higher numbers in related programming. The aim is to expand beyond Twitch and attract advertisers by presenting a compelling multiplatform package. Soriano notes that this approach offers advertisers access to audiences not yet fully engaged on streaming platforms.
A long-term partnership with Mediaset
Soriano highlights the emphasis on television rights as a cornerstone of Kings League growth. A landmark agreement with Mediaset aims to bring multiple games to Cuatro on a sustained basis. The deal is designed to widen reach, with preliminary data showing a high share among younger audiences and a strong potential to broaden the viewer base. The vision is for the Kings League to complement Twitch while delivering new sponsorship opportunities.
The data shows a mix of digital and traditional metrics, with a focus on attracting audiences that might not be reached on Twitch alone. The plan is to attract more brands that want to connect with younger demographics, using the Kings League as a platform for real-time engagement and cross-channel storytelling.
Soriano emphasizes the potential for advertisers who sponsor content with league presidents and players to see increased loyalty. A notable example is the brand InfoJobs, which lent its name to the Kings League during the debut on Cuatro. The broader entertainment and advertising landscape is shifting as audiences move toward more interactive formats and varied content experiences.
Brand managers like Nilton Navarro of InfoJobs point to the broader trend: brands that choose to sponsor in broadcast moments and in-game moments see higher engagement. Cupra, Balloon, Mercedes Benz, and Tanqueray are among the early supporters, with expectations that TV viewership will rise as competition intensifies and hype moments emerge where team leaders shine.
Second most-watched league on TikTok
Soriano notes the multiplatform strategy as central to Kings League growth. In the initial split, video-on-demand surpassed 220 million views, peaking at over 2.16 million and averaging 557,000 viewers per session. The league now ranks among the top leagues on TikTok, only behind the UEFA Champions League and far ahead of rival leagues by engagement and reach. Kosmos presents these metrics to attract sponsors with diverse goals and a focus on the 18 to 36 age segment.
While InfoJobs and Queens’ main sponsor Oysho are distinct brands, they share a willingness to experiment with a young audience. The project’s creative, multi-disciplinary approach is highlighted as a key strength, enabling different brands to participate without losing the core spectacle. The Kings League is positioned as a platform for dynamic interaction, with varied sponsorships that match the energy of youth culture.
Player salaries and the evolving model
The Kings League embraces a product that blends soccer with rules borrowed from other sports such as water polo and basketball. The aim is to create a sports-entertainment product that hooks younger fans while expanding into new markets. Kosmos’ commercial leadership has faced and managed several challenges, including discussions about player compensation.
Recent remarks from Pablo Beguer, a leading player, suggested that salaries could be higher as the league grows. The league currently pays each player 75 euros per game as a base, with ongoing talks to adjust compensation as the league expands. League organizers stress that forthcoming adjustments will be announced privately with players and stakeholders.
Former players such as Djibril Cissé have also joined the Kings League ecosystem, illustrating the league’s appeal to a new generation of athletes who blend entertainment with sport. The Pirlo effect and ongoing sponsorships demonstrate the league’s ability to attract traditional football fans while enticing younger viewers with rapid-fire action and surprise elements.
Pirlo effect and the attraction of a broader audience
With high-profile players approaching the league, there is chatter about how the Pirlo presence will shift viewership in 14. The collaboration with Adidas ensures top-tier equipment for teams, with Kings League merch such as Pirlo’s jersey priced to entice viewers. The aim is to captivate a traditional audience while maintaining the intense pace that keeps younger fans engaged.
Soriano emphasizes that the Kings League is not about displacing traditional sports but about offering an additional experience. The league seeks to innovate while letting fans engage in new ways, using clever storytelling and constant on-field action to sustain interest across all ages.
The ongoing development looks to balance live sport with interactive entertainment, ensuring a steady influx of new viewers without abandoning the core community. That balance—between familiar competition and fresh, unpredictable moments—defines the Kings League as it expands beyond its Twitch roots into a full multimedia phenomenon.