The Kings League, the revolutionary soccer league of world star Gerard Piqué, is expanding to Germany – and We Are Era is actively shaping the market launch as a strategic investor. As a pioneer in the creator economy, We Are Era is acquiring a 20% stake in the German league, offering advertisers, platforms, and talent the opportunity to be part of this success story from the very beginning. The partnership covers key areas such as content production, marketing and sponsorships, branding and communications, as well as access to top German creators and the streaming community.
Since 2022, the Kings League has been breaking audience records worldwide with its interactive show elements, innovative rule concepts, and strong social media focus. By blending high-quality soccer, entertainment, and the involvement of international sports icons and social media stars, the league has firmly established itself at the heart of the digital attention economy. Millions of fans follow the matches on Twitch, YouTube, and TikTok, making the Kings League one of the most exciting innovations in sports. The league regularly sells out stadiums and arenas, drawing tens of thousands of fans to live events.
"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,” says Tobias Schiwek, CEO of We Are Era. Together with Daniel Brückner, SVP Business Development and Partnerships at We Are Era, Schiwek negotiated the deal with the Kings League.
"We Are Era is the perfect partner for our expansion into Germany. No other player has impressed us as much as they have. Their international team combines deep community insights with cross-industry marketing expertise and has outstanding connections to top creators and the streaming scene. This is exactly the kind of partnership we need to build a successful league. Moreover, they share our vision of the Kings League as a global ecosystem. We are thrilled to finally launch in one of our key European markets together with We Are Era," says Djamel Agaoua, CEO of the Kings League.
The investment in Kings League Germany is another milestone in We Are Era's growth story. It was only at the turn of the year that the company took over the renowned social media agency Social Match and thus grew to a team size of around 400 employees across seven locations in Europe.
