SURJ Sports Investment and Kings League partner to launch Kings League MENA
1 day ago
SURJ Sports Investment and Kings League have announced a partnership to launch Kings League MENA, a regionally anchored version of the revolutionary seven-a-side football league founded by football legend and entrepreneur Gerard Piqué. The new joint venture will launch later this year and will bring an innovative and digital-first sporting experience to the MENA region, with Saudi Arabia confirmed as the league’s inaugural host.
Developed in partnership between SURJ Sports Investment and Kings League, the MENA league – set to become the seventh league in the Kings League’s global portfolio – will feature a unique mix of regional football talent, digital-native content, and stunning live events, redefining how fans experience the game.
Details on team identities, celebrity team owners, and the competition’s format will be unveiled as the league builds toward its inaugural kickoff. The venture includes plans to engage local talent through open tryouts, draft mechanisms, and community activations, helping to foster a new pipeline of football and content creation talent across the Arab world.
The announcement is a major milestone in the evolution of sports entertainment across the region. With a format that fuses competitive football, gamified rules, and celebrity streamer team owners, Kings League MENA is designed to captivate young audiences and set a new benchmark for fan engagement in global sport. With 80% of Kings League’s 30 million global social media followers under the age of 34 – and nearly 70% of Saudi Arabia’s population under 30 – the league is tailored to match the digital behaviors and entertainment preferences of the region’s youth.
Danny Townsend, CEO of SURJ Sports Investment, said: “Kings League MENA is unlike anything the region has seen. We’re bringing an entirely new model to market – one that celebrates football’s competitive spirit while embracing the energy of digital creators, fans, and youth culture. This venture reflects SURJ’s broader mandate to invest in sports IP and enablement platforms that deliver long-term returns, grow the ecosystem, and connect with the next generation of fans across the region.”
Djamel Agaoua, CEO of Kings League commented: “We’re thrilled to take the Kings League into MENA through this exciting partnership with SURJ. Saudi Arabia is the perfect launchpad for a league that’s bold, fan-first, and digitally native. Together, we’re building a platform that fuses entertainment, sport, and digital culture – one that’s tailor-made for this region’s energy and ambition.”