Baller League, Icon League and More: Innovative Formats for Increased Football Fan Participation

The rapid development of technology and changing fan expectations are key drivers of innovation in sport. According to Deloitte's research, Gen Z fans in particular are seeking increasingly interactive sporting experiences. They don't just want to watch; they also want to actively participate in the game and feel part of a community. The ability to watch games from the athletes' perspective, gain exclusive behind-the-scenes insights, and influence the game through voting is crucial to them. Participation via social media, apps and similar platforms plays a major role in this today. Current examples in traditional football, such as ongoing fan protests due to the complexity of the handball rule or VAR intervention, demonstrate how fans feel disregarded by football institutions that introduce new rules for 'their sport' without consulting them and then fail to explain them clearly.

The league is a response to the changing needs of younger football fans and the evolving media landscape. At a time when attention spans are getting shorter and shorter, and when interactive, gamified formats are becoming more popular, the Baller League is taking innovative steps to make football the focus of entertainment again, without any paywall, with broadcasts and content on free-to-air channels. A study on creator leagues conducted by SPORTFIVE's Business Intelligence team found that 36% of respondents cited entertainment and performance as one of the main reasons for their interest in the Baller League and similar leagues, with 35% expressing curiosity about new formats. Celebrity guests, live DJs and interactive fan activities transform every game into a spectacular event. It is no surprise that the entertainment and show factor is considered (very) important by 80% of Baller League fans, and the 'special atmosphere during live broadcasts' is cited as one of the main reasons for watching the games by 40%.

Nevertheless, the focus is on (small-field) football. “We represent the old era of football. Our format brings the sport back to its roots," explains Felix Starck. The Baller League provides talented footballers with a far-reaching platform on which they can demonstrate their skills, while also offering top-class sporting competition. The league relies not only on classic football rules, but also on modern, entertaining innovations to thrill fans. For instance, there is a referee cam, and the live broadcast also shows the reactions of prominent team captains on the sidelines. Content is not only available on match days, though: Throughout the week, there are formats on Instagram and other social media platforms that focus on the league and its teams. More than half of German football fans aged 16–35 are now familiar with the Baller League. (Source: SPORTFIVE Business Intelligence, nationally representative population aged 16–64 (n = 2,004), February 2025).

Another small-field football format that originated in Germany is the Icon League. Founded in 2024 by streamer Elias Nerlich and former professional footballer Toni Kroos, it has been growing in popularity ever since. In 2025, the league went on tour in Germany for the first time, giving fans the opportunity to watch the matches live at various venues.

Its reach is impressive: an average of more than 90,000 viewers per match day on Twitch, plus 1.3 billion social impressions, according to OMR. The combination of sporting competition, entertainment, and well-known athletes and influencers particularly appeals to Gen Z.

Season 3 began at the end of September 2025 and will end with the final on 14 December. Unlike the 6 vs 6 format in the Baller League, Icon League teams consist of five players, and each team can use a rulebreaker per match day. “We want to create an exciting league where anyone can beat anyone,” says Toni Kroos of the Icon League.

Not only can fans watch the Kings League, they can also actively participate in shaping it. They can vote on rule changes, player transfers and tactical decisions, turning the league into a true community project. According to the SPORTFIVE study, 78% of Kings League viewers say community involvement is an important factor in their interest - more than for the Baller League (71%) and Icon League (76%).

The Kings League now includes competitions in Spain, Brazil, France, Germany and Italy. The Italian Kings League is even cooperating with Serie A to find new ways to reach and inspire fans. Luigi De Siervo, CEO of Serie A, says: “We are convinced that combining our tradition with the creativity of the Kings League will open up new opportunities for both organisations to reach a wider audience and further consolidate Serie A's position as one of the world's leading football leagues.”

Innovative formats are here to stay. The future belongs to concepts that combine sport, entertainment and technology, giving fans an active role. Investing today will secure the attention of the next generation of young people.