Gerard Pique just sold out the Nou Camp… and he wasn’t even playing! The Kings League, is a new seven-a-side competition that is shaking up the world of football.
Starting in January, Kings League was founded by ex-Barcelona defender, Gerard Piqué, and Ibai Llanos, Spain’s most famous online streamer.
Matches are 2, 20 minute halves, and before each match teams pick one of five secret golden cards that can give them an advantage during the game. These include an instant penalty, removing a player from the opposition team, or double points for a goal!
After goals, flares shoot sparks from behind the net while strobe lights flash and spotlights swirl.It’s like Fifa Street on steroids! While it all sounds completely bonkers, it is thrilling to watch.
The Kings League has undeniably been a huge success. Before the final, there were no tickets sold! Games were played in a warehouse but had weekly averages of over 600-700,000 people watching the games online!
This generated the hype for selling out the Nou Camp. Quick maths is €15 a ticket x 90,000 seats = €1.35 million. Not to mention the sponsorships from McDonald’s, Adidas and Spotify.
They’ve just announced an expansion to do the same thing in Brazil AND create a Queen’s League for women. Will it sustain itself and be around in 10 years, who knows? But today, when you’re pulling in numbers like that, you know someone is getting paid.
So, let’s break down why this worked, and what you can learn.
BE DISRUPTIVE
Some people believe football is becoming boring and The Kings League was born out of an idea to make football more entertaining. I’m not saying this is going to replace La Liga, but it is possible it can capture fans that La Liga can’t.
Remember that kid at school who was a FIFA addict, but didn’t play or watch football. Kings League might be up his street.
This isn’t new. Everyone from Golf, Cricket and even Pickle Ball are trying to engage the next generation with alternatives to the traditional game.
Modifications to rules or style to appeal to a generation who have grown up with gaming, short form content and e-sports could be big business. But it takes balls to embrace change, and do something different.
What’s the Takeaway?
Be disruptive!
You probably aren’t going to start Kings League in the UK (you could though…) But just because a concept or a business is usually done one way, it doesn’t mean you have to do it that way.
Start thinking like this:
- People usually shop at stores for clothes, but that doesn’t mean you couldn’t start a business that brings the clothes to them.
- Businesses typically purchase expensive equipment (trucks etc.) but that doesn’t mean they couldn’t share it with others. This business could reduce costs and efficiency.
- Footballers typically train alone during the summer, but that doesn’t mean you couldn’t create an elite boot camp that brings pro-players together to train, and make some awesome content.
ENGAGED AUDIENCE
The league has leveraged its partnerships and created a strong digital presence, with live streaming of matches and engagement with fans on social media platforms. Instead of expecting people to come to them, they went to where the audience already lived.
Sites like Twich and TikTok were used to stream the games from the warehouse to grow the audience.
Kings League also used the audience to shape the product! They let fans vote online to determine the rules. The fans voted on a water polo-style kick-off, with the ball placed in the middle of the pitch and players sprinting from each end when the buzzer sounds. Mental!
What’s the Takeaway?
Release your business ASAP, and let the customers shape the direction. Kings League used the audience to shape the product, and were able to gauge interesting before trying to sell tickets.
They would be dead broke if they booked out the Nou Camp before they generated the buzz. Don’t create something you think should exist, create what people are asking for!
Over planning at home is no good for generating business. Put your idea out there and get feedback from potential customers as soon as possible.
CONTENT IS KING
Not only does the league invite influencers to come and Vlog watching the game, or allow Twitch Streamers to play in the games.
They also embrace WWE style stories to get people excited. Ahead of the Final at the Nou Camp, an ad was shown in which Neymar kidnaps Piqué and refuses to let him go until he is given a King’s League team. WTF!
But guess what, Neymar is going to manage a Kings League team next season! It’s all part of the show and the show is about to get even bigger.
Just a reminder that AFC Wrexham and Hashtag United are two of the most followed football teams in the UK on social media.
- Apply this to EVERYTHING.
Content is King. If you want to start a business targeting consumer, you NEED content. Behind the scenes videos of the business?
Weekly Vlogs?
Instagram/ LinkedIn Posts?
All of these increase the visibility of your business and make it that much easier to secure sales.
- Apply this to YOURSELF.
As a footballer, if you are not posting on Instagram, LinkedIn, Twitter or TikTok, one day you are going to regret it.
When you retire, growing an audience will be ten times harder.
Whether you want to post about your business ventures, or just build an audience of fans, this will be invaluable in the long run.
