How Kings League MENA is bringing football to a new generation of fans
Secret cards, streamer-owners and a president who can walk on and take a penalty. Wael Al-Fayez, managing director of Kings League MENA, explains why a football league built on gaming logic fits a region that already lives online
20 October, 2026
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In Saudi Arabia, the UAE and Egypt, a lot of football is played on a screen. Games analyst Niko Partners puts the number of gamers across the three countries at about 70 million, playing roughly 10 hours a week. Their favourite genre is sports. Football titles such as EA Sports FC and eFootball account for 70 to 80 per cent of all sports-game play, and sports gamers are the most likely of any group to follow esports.
Riyadh has already shown how big that audience can get. The 2025 Esports World Cup paid out more than $70m in prize money, drew 750 million viewers and brought 3 million visitors to Boulevard Riyadh City.
In the same entertainment district, at Cool Arena, Kings League MENA is trying something different. The football is real: seven players a side, two 20-minute halves, played on an actual pitch. But the rulebook reads as if a game designer wrote it. Secret cards unlock in-match advantages. Team presidents can step on and take a penalty. And the creators who own the teams stream every match live on Twitch, Kick, YouTube and TikTok, chatting with fans as it unfolds.
The format started in Barcelona in 2022, when former Spain defender Gerard Piqué teamed up with streamer and esports caster Ibai Llanos. The regional edition is a joint venture between Kings League and SURJ Sports Investment, a Public Investment Fund company. It is now in its first full season. Split 1 is running at Cool Arena from September 18 to October 30, with 10 teams from Saudi Arabia, Egypt, Morocco, Jordan, Kuwait and Qatar.
Running it is Wael Al-Fayez, former chief commercial officer of the Saudi Pro League, who became Kings League MENA’s first managing director in September.

He told Gulf Business why the league is built for the region’s gamers, what its streamer-presidents bring, and where he wants it to go next.
Built for the swipe-up generation
Al-Fayez doesn’t pitch Kings League as football with gimmicks. He pitches it as football rebuilt around how young people already spend their time.
“Kings League is sport redesigned for the ‘swipe-up’ generation, that has grown up with mobile devices and social media, and consumes sport and entertainment differently: through creators, live interaction, short-form content and community participation,” he says. The seven-a-side format, the rulebook and the mobile-first distribution are all designed around those habits.
Gaming sits at the centre of that picture. “With the growth of esports, gaming and the creator economy, younger audiences do not necessarily separate sport from digital entertainment,” he says. “They move naturally between these different worlds, which aligns closely with how Kings League is designed and distributed.”
He puts the size of that audience at roughly 140 million people under 30 across the Arab world. “The younger generations in the Arab world – approximately 140 million people are under the age of 30 across this region – already live at the intersection of football, gaming, streaming and digital content,” he says. “Kings League brings those worlds together uniquely and compellingly.”
And he thinks the region has everything the format needs. “The MENA region has the perfect ingredients for Kings League: huge passion for football, a young population, a booming creator economy, massive engagement with digital content, and an openness to new products and experiences.”
Riyadh as the home ground
Saudi Arabia is the obvious base. Al-Fayez points out that the kingdom has hosted more than 100 major international sporting events since 2018 and is preparing for the 2034 FIFA World Cup. It is also building itself into an entertainment and gaming centre through Riyadh Season and the Esports World Cup.
“MENA is developing one of the world’s most dynamic sports economies, with significant investment in digital, technology-led and next-generation sports experiences,” he says. “And it is so exciting for Kings League MENA to be a part of this wave, driving the region’s sports entertainment sector forward.”
The joint venture with SURJ Sports Investment is what lets the league act on it. Al-Fayez says it pairs Kings League’s experience of rolling out and running competitions with SURJ’s regional knowledge, strategic guidance and relationships, “allowing us to build a competition that is locally relevant and globally connected.”

The numbers that sold it
The test came a year ago. The eight-team Kings Cup MENA kicked off on October 24, 2025, over five days at Boulevard Riyadh City, as part of Riyadh Season. “The success of last year’s Kings Cup MENA validated the model for the region,” Al-Fayez says. “The opening matchday had more than 2 million live streaming viewers. Our social media content generated 717 million impressions (July-December 2025). And the online queue to buy tickets for the arena reached 40,000 at one point – when we were only selling 1,300 tickets per session.”
The league is now in seven major markets: Brazil, France, Germany, Italy, Mexico, MENA and Spain. It also runs two international tournaments. “Young audiences around the world have shown incredible appetite for the concept, and we have very high ambitions for what we can do in MENA,” he says.
He is careful not to frame any of this as a threat to the traditional game. “We see Kings League as complementary to the traditional game – which remains incredibly strong across the region – giving fans a thrilling new way to experience football,” he says. “This is particularly the case for younger fans who, as we know, are getting harder and harder to reach with traditional platforms and formats.”
Streamers in the boardroom
If the rules are the game mechanics, the presidents are the players everyone came to watch. Each team is led by a creator, and Al-Fayez calls this “one of the most unique and impactful dynamics in Kings League.”
“They are more than merely recognisable faces attached to teams – they are team owners, community builders and cultural connectors who actively shape their teams’ identities, personalities and fanbases,” he says.
The biggest of them came up through gaming. AboFlah, president of ABO FC, built his following on gaming videos and was named YouTube’s top creator in MENA in 2021. Al-Fayez calls him “the biggest YouTuber in the Arab world.”
Split 1 has added more names. There are now three Saudi presidents: Drb7h, Abdulrahman Al Shehri and RAED. German creator Younes Zarou, who has Moroccan heritage and, Al-Fayez says, more than 110 million followers, is co-president of FC Bakhira. Two Jordan national team players, Yazan Al Neimat and Ali Olwan, are co-presidents of 3BS and Red Zone.
What they bring is an audience that is already watching. The presidents stream matches on their own channels on TikTok, YouTube, Twitch and Kick, and fans talk to them in the chat while the game is on.
“Younger audiences today do not only want to watch matches; they want to follow personalities, interact live, create and share content, and feel part of a community,” Al-Fayez says. “Our presidents make that relationship immediate and authentic.”
“We believe that presenting football in this way, and working with content creators, will ultimately only grow the overall football audience and keep young fans connected to the sport.”
Game rules, real football
The rule everyone talks about is the President Penalty, which lets a team president walk onto the pitch and take a spot kick. “These moments connect the content creators that lead our teams directly with the action, and create moments of real sporting drama that can change the result of a game,” Al-Fayez says.
But he insists the twists sit on top of serious football. “But although the Kings League rules are innovative, the sporting competition is very real. Our players are elite-level seven-a-side players.”
The reigning champions, DR7, led by Saudi creator Drb7h, have several Saudi national futsal team players in the squad, including Nawaf Arwan and Abdullah Alaqeeli. “All our teams are playing to win, with real intensity, as anyone who comes to Cool Arena will see,” he says. The league runs with professional-level structures, regulations and refereeing.
Fans who can’t get into the arena have options. Matches stream live on the presidents’ personal channels and on Kings League’s official social accounts, and broadcast partner MBC Group shows them on MBC Action and Shahid.
Brands that like to break the rules
That young, online audience is also the commercial pitch. “Kings League MENA offers brands a distinctive way to connect with a young, digitally engaged audience through football, creators, entertainment and culture – 70 per cent of the Kings League MENA audience is aged 18-34,” Al-Fayez says.
The other draw is freedom. “We are not restricted by the regulations of traditional sports and can be very creative,” he says. In Spain, Netflix sent a S.W.A.T. team onto the pitch and had Chris Hemsworth throw the dice at half-time to promote a film. In Italy, a “thief” invaded the pitch and stole the match ball, a stunt for Crédit Agricole’s personal items insurance. “These activations add another layer of fun and entertainment to the fan experience.”
The MENA partners include adidas, Badael, Red Bull, Vox and Webook, along with broadcast partner MBC Action/Shahid and joint venture partner SURJ Sports Investment.
Level up
For now, the focus is this season. “It is a privilege to take on this role at such an important moment for Kings League MENA,” Al-Fayez says. “The success of the 2025 Kings Cup MENA demonstrated huge demand for that product in this region, and we now have an opportunity to convert that momentum into long-term growth.”
“My immediate priority is to deliver an outstanding Split 1.” The league has grown from eight teams to 10, and its first full championship season runs over 11 matchdays and 51 matches.
Beyond that, the ambition is permanence. “Our ambition is for Kings League MENA to become an established and highly anticipated part of the region’s sports and entertainment calendar,” he says. He wants to build “a large and loyal audience by consistently delivering an outstanding product: real competition, compelling content, and a next-generation sports entertainment experience that resonates authentically with young fans across the region.”
That audience is meant to pay the bills through sponsorship, media rights, ticketing, licensing, merchandising and digital partnerships.
He also wants MENA teams to win on the global stage. They have already started. This summer, DR7 beat Los Troncos, then the reigning world club champions, at the Kings World Cup Clubs in Italy.
“Ultimately, Kings League MENA should become a platform through which regional talent, football culture, digital culture, brands and fan communities can connect, and a bridge for regional talent and audiences to a world stage within Kings League’s global competition ecosystem.”


















