The Baller League, a rapidly growing six-a-side football competition, has secured a €23 million investment as it prepares for expansion into the UK and US markets. The investment, led by EQT Ventures and Courtside Ventures, includes backing from Premier League players and private equity firm Apex, signalling growing confidence in alternative football formats.
Founded in 2023, the Baller League has quickly established itself as a new-age football entertainment product, merging traditional football with esports-style engagement. The shorter match format, focus on skill-driven play, and digital-first strategy have helped the league build a strong online following.
The investment round features contributions from Manchester United’s Mason Mount and Diogo Dalot, Liverpool’s Diogo Jota, RB Leipzig’s André Silva, and Brighton’s Ferdi Kadıoğlu. This follows a trend of professional footballers investing in alternative formats, leveraging their profiles to boost engagement and sponsorship appeal.
Mount explained his involvement, saying, “Baller League brings football together with social media influencers who have huge followings. It’s a great way to make the game more accessible and reach even more fans.”
Jota, who has an established presence in gaming and streaming, highlighted the crossover potential, stating, “The Twitch numbers in Germany’s first season show the success Baller League can have in both the UK and US markets.”
The Baller League’s live-streaming model is a major part of its success, averaging over three million viewers per matchday on Twitch. Its ability to engage a younger demographic who consume sports through digital platforms rather than traditional TV has been a key factor in attracting investment.
With plans to launch in the UK in early 2025, the league has appointed influencer KSI as its UK president. Meanwhile, in the US, popular content creator IShowSpeed will lead efforts to localize the brand for an American audience, bringing in his millions of followers to help establish the Baller League’s presence in North America.
Apex CEO António Caçorino emphasized the long-term vision, saying, “We attended live Baller League games in Germany and saw the potential for international expansion. This investment allows us to get involved early in what we believe will be a major success in football entertainment.”
Beyond the financial backing, the involvement of Premier League stars and digital content creators is expected to attract sponsorship deals and strategic partnerships, helping the league scale quickly. With rising global interest in smaller-sided football formats, such as FIFA’s push for fast-paced ‘mini-tournaments’ and UEFA’s consideration of modified competitions, the Baller League’s expansion comes at a time when football consumption is evolving.
The €23 million investment will be used to expand match venues, improve broadcast production, and enhance the league’s digital engagement strategy. As Baller League prepares for its first UK season, the combination of high-profile player investors, social media influencers, and institutional funding positions it as a serious contender in the growing sports-entertainment hybrid industry.