Kings League MENA Unveiled at EWC: Piqué and SURJ by PIF Launch Football’s Next Frontier

At the Esports World Cup 2025, under bright lights and roaring energy, Gerard Piqué returned to Riyadh this time not as a player, but as architect of a new era in digital sports: Kings League MENA. As he walked the stage, the stadium reverberated not with announcements, but with promise.

Piqué, speaking with his signature blend of confidence and charm, framed the launch as more than a league, it’s a movement:

“We have amazing streamers. They have huge communities that are very loyal to them.”— Gerard Piqué, Co-Founder of Kings League and EWC Presenter

A Fusion of Sport, Culture, and Youth

With SURJ Sports Investment as principal partner, the MENA edition brings the fast-paced, rule-flipping Kings format to Saudi Arabia by late 2025. SURJ CEO Danny Townsend laid out the vision clearly:

“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.”— Danny Townsend, CEO of SURJ Sports Investment

In a region where 70% of the population is under 30, and 80% of Kings League followers are under 34, the timing and format aren’t just perfect they’re poised for impact.

Game Mechanics Meet Global Culture

True to Kings DNA, the MENA edition won’t hold back on entertainment mechanics. Expect “President Penalties,” “Double Goals,” wildcards, match showdowns like Cage Kicks, rolling “Dice Minute” twists, and all the moments built to go viral.

But the stage belongs to talent and culture. Major MENA creators are stepping in as team presidents locals with massive followings and cultural influence:

- SHoNgxBoNg (27.6M followers, Saudi)

- Drb7h (8.6M followers, Saudi)

- Ilyas Elmaliki (Morocco)

- Tarboun (Egypt)

- Maherco (Jordan)

- Fwaz (Kuwait)

- Absi (Jordan)

A Global Ecosystem with Local Soul

Kings League MENA won’t exist in isolation. Regional champions will feed into the global story qualifying for Kings World Cup Clubs and representing nations in the Kings World Cup Nations.

Piqué’s expansion mirrors a global rollout, including planned launches across Europe, the Americas, and soon the U.S., underscoring how this is more than sport, it’s a growing cultural platform.

Why This Matters

Kings League MENA isn’t just a league, it’s a cultural collision of football, digital media, and youth energy. It’s a model built for interaction, not just spectatorship, built to grow local talent and global relevance. For Riyadh and the MENA region, it could become the biggest entertainment export in years and Piqué is already calling the shots.