Redefining Sponsor Interaction: Exploring Immersive Communication in the Kings League

Abstract

Nowadays, traditional sports leagues are constantly seek-ing innovative ways to communicate with fans and enhance sponsor in-teraction. The rise of fast consumption and dynamic content formats has reshaped how fans engage with sports, prompting leagues to explore innovative communication strategies to stay attractive. One such exam-ple is the football Kings League, founded by the professional footballer Gerard Pique, who has stood out for pioneering dynamic formats and immersive experiences to engage fans and improve bonding ties with sponsors. Moreover, the league’s innovative approach extends beyond traditional boundaries by leveraging celebrity endorsements from vari-ous domains, thereby attracting new audiences to the sports arena. This scenario provides a baseline for investigating how the Kings League is reshaping sports communication in response to changing dynamics of fan engagement.