The Kings League was founded in 2022 by Gerard Piqué, former professional football player from Spain. The seven-a-side football league has since then revolutionised football and set global viewing records with its interactive match elements, new concept of rules and a strong social media focus.

We Are Era has acquired a 20 per cent stake in the upcoming German league, enabling advertisers, social media platforms and talents to be part of the league from the start. The partnership includes central areas such as content and production, marketing and sponsorships, branding and communications, alongside access to the top creators and streaming communities in Germany. The investment in Kings League Germany follows We Are Era’s recent acquisition of Social Match, a digital agency specialising in influencer and community marketing.

Tobias Schiwek, CEO of We Are Era, says: "From the very first match in Spain, we were in talks with Gerard. This is more than just a new league – it's the creation of an entirely new sport, driven by identity, emotions, and belonging. That’s exactly what elevates the Kings League into the era of the community economy. Our involvement is no coincidence – how often do you get the chance to shape something like this from the ground up? We share the same vision and, just like on the soccer field, we have always brought together the key players who make the game possible. In the era of the Kings League, those players are the fan communities, talents, and the industry. We invite them all to join us in writing this success story – on and off the field.”

Djamel Agaoua, CEO of Kings League, says: “We Are Era is the perfect partner for our expansion into Germany. No other player has impressed us as much as they have. The international team combines a deep understanding of communities with cross-industry marketing power and has excellent relationships with key players in the creator and streaming scene. This is exactly the package we need for a successful league. What's more, they share our vision of the league as a global ecosystem. We are excited to finally launch in one of our core European markets together with We Are Era.”

By combining football, entertainment and the involvement of international sports stars and social media talents, the format has achieved a global fanbase. The innovative league has millions of fans following the matches on the live online video streaming platforms Twitch, YouTube and TikTok, alongside filling stadiums with fans during the live matches.

Tobias Schiwek negotiated the deal with the Kings League together with Daniel Brückner, SVP Business Development and Partnerships at We Are Era.