White & Case advises SURJ Sports Investment on joint venture with Kings League to launch Kings League MENA

Global law firm White & Case LLP has advised SURJ Sports Investment on the formation of a joint venture with Kings League to launch Kings League MENA, a new regional edition of the innovative seven-a-side football league founded by Gerard Piqué.

The new venture marks a significant step in the expansion of the Kings League global ecosystem, bringing the competition to the MENA region for the first time. Kings League MENA is set to debut later this year, with Saudi Arabia as the host of its inaugural season.

The MENA league will be the seventh in Kings League’s growing international portfolio, which already includes operations in Spain, Mexico, Brazil, France, Italy, and Germany. Known for its fusion of competitive football, gamified rules, and digital-first content strategies, Kings League has rapidly redefined how fans engage with the sport. In 2024 alone, Kings League social media channels generated over 7 billion impressions and 400 million engagements globally.

The White & Case team which advised on the transaction was led by partners Leonardo Graffi (London & Milan) and Michael Immordino (London & Milan) and included partner Philip Trillmich (London & Frankfurt) in relation to intellectual property aspects and associates Elena Ruggiu (Milan) and Edoardo Avato (Milan).

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