The phenomenon of the Kings League: sport, social media, and disruption
The prestigious academic journal Athenea Digital, Journal of Social Thought and Research has published in its issue 25(3) (November 2025) the article entitled “Holistic Analysis of the Kings League: a disruptive phenomenon that merges sports and social media”.
The study was conducted by Professor Dr. Óscar Gutiérrez Aragón, Professor Dr. Joan Francesc Fondevila Gascón, Professor Dr. Gaspar Berbel Giménez, and researcher from the Department of Business Antoni Vidal-Mengual, a former Marketing graduate from Escola Universitària Mediterrani.
A study on a sporting and media phenomenon
The article offers an in-depth analysis of the Kings League, an innovative sports format that combines football with an intensive digital strategy on social media, transforming how audiences engage with sports entertainment.
The main goal of the research was to understand the profile of Kings League audiences, its current impact, and its future projection.
Main findings
Through a mixed-method approach —both quantitative and qualitative—, the results show that the Kings League’s audience is mostly young, male, and actively studying. The study also concludes that the international expansion of the league points to a consolidation of this format within the sports entertainment market, capable of coexisting independently with traditional football.
Commitment to research
At Mediterrani, we celebrate this new publication that reinforces the commitment of our faculty to applied research, innovation, and the understanding of new trends in communication, marketing, and sports.
