Unlocking the Future of Football: How Technology and Entertainment Unite in the Kings World Cup Nations

The Kings World Cup Nations (KWCN) is a thrilling seven-a-side football tournament. It’s not just about the game; it brings together retired football professionals, influencers, and content creators from all walks of life.

This year, 16 teams are competing under unique rules borrowed from the Kings League format. These rules allow for unlimited substitutions and special game elements like double goals and temporary dismissals, keeping the action fresh and exciting.

The tournament kicked off in Milan, Italy, on January 1, 2025. The opening match featured Italy against Japan. Fans eagerly watched until the final showdown on January 12 at the Allianz Stadium in Turin, where the first KWCN trophy was awarded.

The event attracted an astonishing 100 million viewers worldwide, with 1.5 billion impressions on social media. Matches streamed on platforms like Twitch, YouTube, and TikTok, while traditional TV channels broadcasted in over 60 countries. In Italy, audiences enjoyed live coverage on Sky Sport channels.

During the 40-minute matches, professional players teamed up with amateurs. Influencers and streamers took charge as team presidents, making each game not just competitive but also highly entertaining.

Now, everyone is excited for the Kings League Italy championship, starting today, February 3. This innovative format, created by former footballer Gerard Piqué two years ago, focuses on engaging younger audiences by blending sports with entertainment.

Behind the Scenes

EMG Italy is responsible for broadcasting the Kings League, including the KWCN final and the upcoming Italian championship. A dedicated team of about 40 experts ensured a high-quality viewing experience for fans at home and in the stadium.

The Kings League Arena was transformed into a vibrant venue, resembling a sports theater. Great lighting and LED displays highlighted key moments, such as team entrances and goal celebrations. Large LED walls offered live graphics, scores, and replays, enhancing the overall atmosphere.

The arena covers about 6,000 square meters and features a well-designed pitch. The setup resembles American sports, catering to both live audiences and online viewers with unique camera angles and augmented reality during broadcasts. Approximately 400 fans can watch the action up close, making it feel intimate and thrilling.

Interactive Technology

Francesco Donato, CTO of EMG Italy, shared insights on the technical setup. They used around 200 square meters of LED walls to provide an engaging visual experience. Carefully placed lighting ensured optimal visibility on the pitch, while the audio system catered to both fans on-site and at home.

In addition to engaging gameplay, each team had a president—an influencer who provided live commentary during matches. EMG Italy’s main control room managed all aspects of production, including audio, video, and lighting, with about 20 cameras capturing every key moment for broadcast.

Two additional control rooms supported commentary in Italian and Spanish, allowing for wider international distribution. The KWCN’s pitch size influenced camera placement, enhancing the fast-paced nature of the game. They used a mix of broadcast-quality cameras, micro-cameras, and drones to capture stunning visuals.

Production and Audience Engagement

The main control room effectively coordinated entertainment and sports production. It was equipped with advanced technology, including multiple graphic and replay desks. A dedicated team worked tirelessly behind the scenes to ensure smooth operations, listening to the needs of the audience and players alike.

Donato emphasized the shift in how audiences consume content today, making it easy for fans to engage from various devices, not just traditional TVs. The sold-out final on January 12 showcased not just a thrilling match between Colombia and Brazil but also featured a concert by Mahmood and a special match between legends and streamers. This blend of sports and entertainment drew in families and younger fans, similar to events in the entertainment world.