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Game Changers

Game Changers

May 15, 2025

The New Soccer Leagues Are Succeeding

Last week, I watched three new soccer leagues live on YouTube and Twitch: Kings League, Icon League, and Baller League. All three were formed in the last 2–3 years and have launched with significant viewership (on any given day, they’re pulling in 50–100K concurrent viewers). Will these creator-led leagues redefine how fans interact with sports? And will they succeed by leveraging platforms like Twitch and YouTube for distribution?

PK Humble scores in the latest Baller League match.

Creators Are Adding to the Success

I thought it would be helpful to break down how each league is different…

One reason why these leagues are succeeding in viewership is because they’re all currently leveraging creators on Twitch or YouTube to propel the league. Baller League (which has done very well in Germany) is backed by KSI on the UK side, while IShowSpeed heads up the American market. Miniminter (a prominent member of the Sidemen) has also been steering the league in a direction that’s more geared toward its digital audience. I’ve been watching a lot of the Baller League through Angry Ginge’s streams, where each broadcast racks up 400–500K views.

Angry Ginge’s streams on Twitch are crushing

Beyond creators, each league brings in former professional footballers like John Terry, Gary Lineker, and Alan Shearer. Attendance is also strong. For the Kings League final in 2023, 92K fans showed up at Camp Nou, one of the highest attendances in the stadium's history for a non-FC Barcelona match. Tickets are also way more affordable than traditional soccer games. I found a few tickets for the upcoming matches on May 19 (six games) for around $20.

What Does the Future Hold?

Disruptor sports leagues are not something new. Hopefully, everyone remembers my previous Night Light on the Savannah Bananas and how they’re reinvigorating the way people consume baseball content. With the rise in amateur backyard wrestling I’m seeing, and the Savannah Bananas adding the Texas Tailgaters to their league, it really feels like smaller sports leagues are having a moment. Ice Cube started Big3 almost eight years ago, and they just announced that teams will represent a home city in the 2025 season. We’ll have to see if that builds real loyalty.

Probably the greatest logo in sports right now

The Big Takeaway…

Kings League, Baller League, and Icon League are off to a hot start. A big part of that success comes from their collaborations with creators who broadcast, commentate, and even play in the events. At this rate, I wouldn’t be surprised if something like BASEketball takes off in our lifetime.