In Spain, a new type of football targeted at younger gens is growing in popularity.Gerard Piqué, a former professional Spanish footballer, created the Kings League two years ago to appeal to Gen Z’s shorter attention spans and evolving entertainment preferences. The sport is basically a seven-a-side football game, but last only 40 minutes (compared to 90 for traditional football) and have specific rules to make it more dynamic—such as unlimited substitutions. To cater to Gen Z and Millennials, Piqué partnered with Spain’s most famous gaming influencers, like Ibai Llanos, when he launched the League. And it worked: 85% of the Kings League’s audience is under 35-years-old. While the League first started in Spain, it’s now rapidly expanding globally: the first franchise opened in Italy last month and a global competition is underway. (Fortune)
📊 YPulse data: 46% of European 13-39-year-olds agree, “watching sports highlights on social media is better than watching the whole game”
