Old clubs taking note

European clubs have taken note, trying to work with new leagues rather than treat them as rivals.

In Italy, Serie A CEO Luigi De Siervo has cast it as a "cross-marketing "opportunity.

Juventus, for example, offer facilities to Zebras FC, a Kings League Italy side led by content creator and Juventus fan Luca Campolunghi. Zebras had 2.5 million engagements across social platforms in its first season.

"Collaborating with content creators helps us speak a native digital language that truly resonates with younger audiences," Juventus' head of brand Gianmarco Pino told Reuters.

In France, Ligue 1 club Olympique de Marseille has teamed up to help Kings League France club Wolf Pack FC, founded by former Olympique de Marseille player Adil Rami.

However, one soccer insider in a major European league told Reuters he thought the proliferation of new mini-leagues may prove too much, with one likely to dominate eventually.

With the Baller League UK reaching its season finale on Thursday and the Kings World Cup Clubs culminating in Paris on Saturday, the hype is reaching fever-pitch.

But not all are convinced.

"I just don't think it's particularly entertaining," said a 30-year-old Englishman who supports Premier League team Arsenal and tried the Baller League on YouTube.

"Beyond an influencer or a former footballer's team winning, there's no emotional investment in any of these teams which makes it difficult for us to care," he said.

Reuters