SURJ Sports Investment Backs Launch of Kings League MENA

Kings League is coming to the Middle East following the announcement of a groundbreaking partnership between SURJ Sports Investment and Gerard Pique's innovative seven-a-side football league.

Kings League MENA will debut later this year, introducing a dynamic, digital-first football experience tailored to the Middle East and North Africa region. Building on the success of Kings League editions in Spain, Brazil, France, Germany, and Italy, the MENA league will blend competitive football with gamified rules, celebrity team owners, and interactive fan engagement. Saudi Arabia, with its youthful and tech-savvy population—nearly 70% under the age of 30—is an ideal launchpad for this venture.

SURJ Sports Investment, backed by the Public Investment Fund (PIF), is spearheading this initiative as part of its broader strategy to invest in innovative sports properties that deliver long-term returns and foster regional talent. Danny Townsend, CEO of SURJ, emphasised the league’s unique appeal: “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.”

The league aims to serve as a platform for discovering and nurturing football and content creation talent across the Arab world. Plans include open trials, draft mechanisms, and community activations designed to engage local talent and foster a new pipeline of athletes and creators. This approach not only enriches the sports ecosystem but also creates new pathways for regional youth to engage with the game.

Kings League MENA is more than just a sports league; it's a fusion of sport, entertainment, and digital culture. With a format that includes fast-paced matches, innovative rules, and high-profile team owners, the league promises to deliver an entertainment experience tailored to modern audiences. As Djamel Agaoua, CEO of Kings League, noted, “Saudi Arabia is the perfect launchpad for a league that’s bold, fan-first, and digitally native.”

As Saudi Arabia continues to invest in its sports infrastructure and global presence, the introduction of Kings League MENA underscores the Kingdom’s commitment to becoming a hub for innovative sports entertainment. This venture not only enhances the local sports landscape but also positions Saudi Arabia at the forefront of a global movement reshaping how fans engage with football.