Kings League: A Netnographic Analysis of the New Generation Football Experience on Social Media

This study examines the transformation of football in the digital age through the example of the Kings League. In today’s world, where sport is redefined beyond being merely a physical activity to encompass social, cultural, and digital dimensions, the Kings League represents a remarkable example of the structural changes brought about by digitalization in sports. Broadcasts conducted on platforms such as Twitch, TikTok, YouTube, and Twitter transform the audience from passive consumers into active participants, turning football into a multi-layered cultural experience. Using a netnographic method, the study analyzes the Kings League’s social media interactions, revealing its content themes, audience comments, and forms of participation within digital communities. The findings show that the league’s innovative format and participatory governance model keep the tension between “spectacle” and “fair competition” constantly alive. Moreover, the integration of digital and traditional media has played a decisive role in expanding the Kings League’s audience reach. In conclusion, the Kings League serves as a pioneering laboratory of participatory football in the digital age, offering valuable insights into the future of sports consumption.