Kings League MENA Launches with Saudi Arabia as Host
Riyadh, Saudi Arabia — A new era of sports entertainment has arrived in the Middle East. On May 27, 2025, SURJ Sports Investment and Kings League officially announced the launch of Kings League MENA. The regionally anchored version of the league will bring a digital-first football experience to MENA, with Saudi Arabia confirmed as the host of its debut season.
A Youth-Focused Football Revolution
The MENA competition will become the seventh in the Kings League’s expanding global network. It already includes leagues in Spain, France, Brazil, Germany, Italy, and Latin America. Unlike traditional tournaments, the Kings League format blends competitive football with gamified rules and celebrity owners. As a result, it is rapidly attracting younger fans.
In 2024, the league’s content generated over 7 billion impressions and 400 million social media engagements. Clearly, this signals a strong appetite for innovative sports formats.
Local Talent Meets Global Vision
The MENA edition aims to showcase football talent from across the Arab world. In addition, it will include open tryouts and a player draft system to ensure broad participation. Teams will feature both regional athletes and digital influencers, thereby merging sports and entertainment.
Danny Townsend, CEO of SURJ Sports Investment, said: “This league brings a bold, fresh approach to football. We are combining athletic competition with creator-driven culture and youthful energy.”
Star Power and Record Attendance
Globally, Kings League has sold out iconic stadiums such as Camp Nou in Barcelona and Juventus Stadium in Torino. It has also attracted major stars. Notable figures include Neymar Jr, Kun Agüero, and Kaká, as well as younger talent like Lamine Yamal.
At the same time, digital creators such as Jake Paul, Ibai Llanos, and SHoNgxBoNg help drive massive engagement. Notably, 80% of the league’s 30 million followers are under 34 years old.
Why Saudi Arabia Is the Perfect Fit
Nearly 70% of the Kingdom’s population is under 30. Therefore, Saudi Arabia offers an ideal market for digitally native, entertainment-rich sports ventures. The new league will not only boost fan engagement but also provide a new pipeline for regional football development.
Global Tournament Integration
In addition to its regional presence, Kings League MENA teams will qualify for international events such as the Kings World Cup Clubs and Kings World Cup Nations. These annual tournaments allow players to compete on a global stage.
Djamel Agaoua, CEO of Kings League, stated: “We’re proud to enter the MENA region through this exciting venture with SURJ. Saudi Arabia offers the right mix of ambition and audience. Together, we’re building a platform that reflects the future of sports entertainment.”
Sport Meets Innovation
As Kings League MENA prepares for launch, the initiative reflects a broader transformation in how sports are consumed. By blending football, influencer culture, and fan-first experiences, the league is set to captivate a new generation of viewers.
