The brains behind Baller League – German entrepreneur Felix Starck – is looking to redefine what being a football fan means by using an ultra-exciting new game format, digital streaming, big-name football legends, even bigger-name social media influencers and forward-thinking in-game community interaction. For Starck and his senior team, Baller League isn’t just about the ‘beautiful game’ – it’s an exciting, rich media-driven experience created specifically for Gen Z, millennials and all audiences who want more than just a 90-minute football match in a drafty football stadium.

“Sport is no longer as easy as just saying, ‘look, we’re here now, come and watch us,’ says Starck. “That’s just not how sport works anymore. It needs to be exciting, and it needs to be authentic. Those are the two words that we always use at Baller League,” adds Starck, who believes that traditional football leagues in his home country, the UK and markets such as France are genuinely failing to attract and connect with the next generation of football fans.

Starck has spent close to four years creating his vision for Baller League, striving to create what he terms the “UFC of football.” Helping bring his vision to life in the UK is an experienced team – marketing director, Harry Hesp, and director of partnerships, Ben Peppi – who are all key in ensuring Baller League stays true to its core values and delivers genuine sports occasions and memorable experiences for genuine fans.

Baller League originally launched in Germany earlier in 2024, with support from German football stars and influencers Lucas Podolski and Mats Hummels, and commercial partnerships with brands including Samsung Galaxy, Vodafone, Nivea, Gatorade and Citroen. Starck’s Baller League moves football beyond just the stadium and into the digital world where young football fans already exist. The philosophy of ‘take the game to where the audience lives’ sounds like a perfect gameplan in 2024/25.

The Baller League format mixes traditional gameplay with shortened games, quicker play, entertainment breaks and increased fan interaction, both at the live game day events and online. The format of Baller League is different, to say the least. Teams are created through a draft system – similar to those in US sports – that combines experienced players and new talent discovered through regional try-outs.

Matches are played in a six-a-side format with each game consisting of two 15-minute halves, promoting fast-paced and high-intensity play. Traditional football rules apply, including offsides and throw-ins, but Starck has introduced dynamic elements such as the “Gamechanger” and “Galaxy Minutes,” where, during the final three minutes of each half, specific rule changes are implemented, based on a virtual wheel spin, adding unpredictability and excitement to the matches.

The inaugural UK season will feature 12 teams, made up of elite-level footballers, street ballers and top futsal players who will be offered a stage to showcase their talents. Each team will be managed by prominent figures from sports, music, and entertainment sectors. Teams will play each other across 11 live match days, followed by a Final 4 to decide the ultimate Baller League champion.

With Baller League’s core objective of enhancing fan engagement, match days will be played in smaller arenas at a venue in the London area, giving fans a real up close and personal experience. Instead of relying solely on regular TV broadcasts, Baller League will stream all its matches for free on Twitch and YouTube, platforms where young audiences are already hanging out, interacting and looking for the next big thing.

According to Starck, in year one in Germany Baller League attracted over three million viewers per match day across streaming platforms and he is confident that the UK competition will be even more successful. Clearly, influencer culture is a massive part of what will ultimately deliver these audiences for Baller League. For the UK launch, Starck has already recruited an impressive array of hugely influential sports and social media figures such as KSI, Luis Figo, Miniminter, Chunkz and more to create and manage their own branded teams. Naturally, they are also heavily involved in promoting the new Baller League competition, involved in pulling in online viewers and adding their big personalities to what will be a big experience. Starck says, “The old way of doing football, with exclusive TV deals and a few big clubs, is out of date. Baller League is here to make the game exciting, accessible, and real for today’s audiences. We want people to love football again – not just as a sport, but as a full entertainment experience.”

Baller League’s marketing strategy is all about authenticity and engaging fans where they are ie in online streams and communities. The league has focused heavily on social media and digital platforms, making sure their content reaches young audiences directly. Marketing chief Hesp explains, “Our strategy is about being completely authentic with our audience. We’re not just selling a football match; we’re building a culture. By using platforms like Twitch and YouTube, we’re making sure our fans can access content for free, whenever they want, and really feel like part of the Baller League community.”

The primary goal of Baller League is to make people feel emotionally connected to football. It’s about creating a league where amateur and former professional players get another shot at the ‘big time’, and where fans can feel closer to the action. As Hesp puts it: “We aren’t just competing with other sports, we’re redefining what sports entertainment means for young people. It’s about combining sports with culture, lifestyle, gaming, and music – all the things that matter to today’s audience.”

Next week sees the official launch of Baller League in the UK with the premiere of its trailer that features many of the big names driving the new league hitting social media platforms. The big-name celebrities involved will bring instant credibility, huge fanbases and will help craft sports content to make the league even more attractive to a wider audience. Sidemen founder KSI, for instance, is a major internet personality with millions of followers, and he brings genuine enthusiasm for football as demonstrated through his Sidemen FC team and its annual charity matches held at Wembley. Meanwhile, Portuguese football legend Luis Figo adds authenticity and tradition to the new competition, while influencers like Chunkz and Miniminter will appeal to people who are interested in the lifestyle and entertainment side of the game. Football legends will broaden the league’s appeal, making it something that fans of all ages can truly enjoy together.

As director of partnerships Peppi explains: “We aren’t just putting influencers and legends into our product for no reason. Our goal is to make real connections – letting fans see their favorite personalities truly get involved in a sport that they love and creating emotional moments that go beyond what regular football can offer.”

As Peppi highlights, Baller League’s new way of doing things offers unique opportunities for sponsors, especially to brands that want to reach a younger, tech-savvy sports-mad audience. Unlike traditional leagues, Baller League empowers brands to become part of the experience – whether through sponsoring important moments such as the the player draft or the Gamechanger, or having their products included directly in the broadcasts in genuinely creative ways.

“Baller League authentically connects the worlds of sports, gaming, entertainment and culture, and one of the reasons I’m so excited is that Baller League will be very different in terms of what it will offer brands in terms of activation opportunities in the UK,” explains Peppi. “We are unlocking innovative integration opportunities, from halftime shows to engaging and thrilling on-site activations. We can be really creative, really innovative and really authentic in storytelling with the brands that we partner with. It’s about finding partners that match our ambition, help to amplify our product and fuel our growth journey. The goal is to build lasting relationships where the partners we bring in for season one and season two are still there with us in year three, in year five, because of the value and innovation we deliver together.”