February 10 – German media powerhouse Bertelsmann, the majority owner of RTL Group, has quietly positioned itself as a key player in the latest expansion of Kings League, the seven-a-side football competition first launched by former Spain and Barcelona defender Gerard Pique.
Bertelsmann has invested ‘several million euros’ via a subsidiary for a minority stake in Kings League Germany, set to launch this year. Kosmos, the brainchild of Piqué and architect of the Kings League phenomenon, will retain operational control.
At first glance, this might seem like just another media conglomerate diversifying its portfolio, but Bertelsmann’s involvement is anything but passive. The deal allows the company to weave its various business units into the league’s ecosystem – a detail that reportedly piqued Kosmos’ interest.
RTL subsidiary We Are Era, a Berlin-based social media production firm, will hold a 20% stake in Kings League Germany, ensuring that digital-first content strategies are embedded from the outset. Meanwhile, Bertelsmann Music Group (BMG) is expected to supply the league’s soundtrack, reinforcing Kings League’s signature fusion of football and entertainment.
Rumours of a German expansion began circulating in late 2023 when Kosmos started hiring for key positions in Cologne, also home to free-to-air broadcaster RTL Deutschland. The investment was finalised in January 2024, setting the stage for RTL+ to serve as a key distribution platform for the competition.
However, as with previous editions, Kosmos remains committed to reach over revenue, prioritising free streaming across Twitch, TikTok, X, YouTube, and, more recently, OneFootball—where Kings League launched a dedicated channel ahead of the Kings World Cup Nations in Italy last month.
Germany’s participated in that tournament, equipped with a team led by 2014 FIFA World Cup winner Mario Götze alongside digital heavyweights Papaplatte, Trymacs, and TikToker Younes. The selection underscored Kings League’s playbook: mix high-caliber footballing pedigree with social media influence to maximise engagement.
Kings League Germany becomes the fifth international iteration of the competition, arriving hot on the heels of its Brazilian counterpart.
It joins the founding league in Spain, last year’s Americas edition, and the forthcoming Italian expansion. Kosmos has made no secret of its global ambitions, with plans to establish leagues in North America, the Middle East, and Asia by 2026.
Contact the writer of this story, Harry Ewing, at moc.l1739264131labto1739264131ofdlr1739264131owedi1739264131sni@g1739264131niwe.1739264131yrrah1739264131