Gerard Piqué’s Kings League has secured $63m in new funding, underscoring growing private equity and growth-capital interest in digital-first sports platforms designed for younger audiences, according to sources cited by Bloomberg.

The investment, led by Alignment Growth, will support the global expansion of the Barcelona-based football league, including a push into the US market. The round brings Kings League’s total funding to more than $160m since it was founded in 2023.

Kings League operates a seven-a-side football format built specifically for mobile viewing, with shorter matches and flexible rules. Games are streamed live and free across social and streaming platforms such as YouTube, Twitch, TikTok, and Kick. The league blends competition with influencer-led storytelling, reflecting how Gen Z and Gen Alpha audiences consume entertainment.

The platform now includes seven regional men’s leagues, two regional women’s Queens League competitions, and a World Cup-style tournament. According to Piqué, around 70% of Kings League revenue currently comes from sponsorships, supported by its international footprint across Europe, Latin America, and the Middle East.

“We wanted to go to a different model than traditional sport,” Piqué said in an interview. “For us, it’s about the audience, using streaming platforms where Gen Z already spends time.”

Alignment Growth said the investment reflects a broader shift among private investors towards scalable sports intellectual property outside legacy broadcast models. “Kings League has re-imagined the way fans experience the world’s most popular sport by fusing dynamic competition with creator-driven content,” said Kevin Tsujihara, co-founder and managing partner of the firm.

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