Since it entered the UK earlier this year, the Baller League has been a contentious topic. The digital-focused six-a-side soccer concept has earned both fans and detractors for its unapologetically Gen-Z-focused presentation and its reinvention of traditional soccer concepts.
It is easy, then, to forget that the concept isn’t native to the UK. Baller League, in fact, was established in Germany back in 2023 by businessman Felix Starck, who remains the organization’s chief executive. From the outset, Starck managed to attract the backing of high-profile German soccer players and media personalities, a strategy that was replicated in the UK with aplomb. Now the series is set to enter its newest frontier, the US, with a launch in the country in January 2026, and numerous celebrities have already committed to appearing in the project.
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Despite still being in its nascent stages, the star-studded rosters and presentation targeted towards vital youth demographics have made Baller League a magnet for commercial support.
In August, Team Marketing, the prominent European sports marketing agency, took on Baller League as the first member of its new multi-client strategy under the Team Ventures banner. Since then, in November, US sportswear giant Nike agreed a wide-ranging two-year partnership to outfit all Baller League teams, spanning Germany, the UK, and the US. In October, meanwhile, the UK’s dominant pay-TV broadcaster Sky signed on to show the second season of Baller League UK, having already broadcast the first campaign earlier in the year.
This rapid expansion across three countries and two continents, attracting strong broadcast coverage and commercial partnerships, has similarly drawn substantial top-level financial investment.
One such investor is the UAE-based private equity firm 885 Capital. Helmed by co-founders Sudeep Ramnani and Jai Mahtani, the investment company has assembled a portfolio that also includes stakes in the Professional Fighters League (PFL) MMA promotion, soccer multi-club ownership company Blue Crow Sports Group, and (reportedly) the controversial rugby startup R360.
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By GlobalDataIndeed, Baller League is just one element of a wide-ranging sports investment strategy, one that spans sports and territorial markets. Now, speaking to Sportcal, Ramnani discusses where Baller League fits among the firm’s other holdings, why the youth-focused competition attracted the investment in the first place, and what the future holds for both Baller League and 885 Capital.
What was it in the original Baller League concept from Germany that prompted the initial investment?
Ramnani: “What stood out about Baller League was the founder, Felix & his team’s vision to blend sport, entertainment, and creator-driven culture in a way that felt both organic and scalable. It wasn’t just small-sided football – it was a rethinking of how modern audiences want to engage with live sport. As founders ourselves, my partner Jai Mahtani and I look to support exceptional founders and teams that can imagine innovation for the better in different industries and are able to decisively execute on their ideas.
“From an investment lens, we saw a few compelling signals at Baller League: the speed of fan adoption, the volume of digital engagement, and the versatility of the format. Matches were short, dynamic, and shareable – built for an era where attention is fragmented, but passion is still high. That alignment with how fandom is evolving made the Baller League feel not just interesting, but inevitable.
“At 885 Capital, we look for businesses that sit at the edge of cultural and consumer shift – and Baller League ticked that box.”
The first season of Baller League in the UK secured prominent TV coverage and many sponsors. Was the campaign a success, and how do you measure success?
“Yes, we view the UK campaign as a strong success, both in terms of what the team achieved and what we learned. For the team to be securing national TV distribution and attract top-tier brand partners in season one was a meaningful validation of the concept in a new market. But for us, success isn’t measured solely by media coverage or sponsorships – it’s about resonance.
“We looked at: did the format connect with fans who might not usually watch traditional football? Did creators, players, and brands see value in participating? On all those fronts, the signals are very encouraging.
“We also learned a lot – about localizing the format, about community dynamics, and about how to balance entertainment with competition. So while the metrics matter – and they’re trending in the right direction – we’re equally focused on long-term equity in the league being built, not just short-term headlines.
“Ultimately, we measure success by momentum: are more fans showing up, more creators wanting in, more broadcasters and brands seeing the opportunity? If the answer is yes – and it is – then we’re moving in the right direction.”
What plans are there to capitalize on the competition’s expansion into the US, and how do you foresee that expansion taking shape?
“The US presents a huge opportunity – not just because of the size of the market, but because of the cultural overlap between sport, entertainment, and digital content that’s already so embedded there.
“What we’ve seen in Germany and the UK gives us confidence that the format – fast, high-energy games, creator involvement, immersive production – travels well. But there is no copy-pasting. We like that the plan is to build with local nuance, tapping into US creators and athletes as partners, who can help make it culturally native from day one.
“The goal is to run it in a way that feels authentic to the US sports and entertainment ecosystem, but with the same DNA: accessible football, storytelling at the core, and real-time fan interaction.”
With 885’s experience in the MENA region, is there further expansion opportunity into new markets?
“The MENA region has been undergoing a profound transformation when it comes to sport, technology, and other large-scale investments, like real estate, the focus of 885 Capital. With our headquarters in the UAE and experience and network in the region, we’re closely watching how appetite is shifting – not just for hosting global events, but for building homegrown formats that speak to younger audiences.
“What’s exciting is that MENA markets are increasingly open to innovation – to new formats, hybrid experiences, and digital-first fan engagement. That aligns strongly with the Baller League model. The energy, youth demographics, and government support for sport all make it a very relevant market.
“That said, any expansion needs to be thoughtful. We’re never in the business of chasing global dots on a map – we want deep cultural fit and the right local partners who understand both the sporting landscape and the creator economy.
“So yes, we see real potential in MENA – and other fast-growing markets – where the intersection of sport, entertainment, and digital culture is accelerating. The question isn’t just where to go next, but how to do it in a way that feels rooted and long-term.”
How does Baller League link to other 885 Capital investments, such as PFL and Blue Crow Sports Group? What is the overarching strategy?
“One of the core ideas behind 885 Capital is not simply to hold a portfolio of sports, technology and other businesses, but to build a platform that reinforces each other – where digital engagement, talent pipelines and geographic reach are levers across all our portfolio.
“To achieve this on the sports side, I am very happy that we could just announce that industry leaders Martijn Bakx and Alex Rotter have joined us as Co-Heads of Sports. They will support our portfolio companies across all areas of their growing, innovative businesses.
“With PFL, we see a sport‑season format, strong tech integration, and global expansion in MMA. With Blue Crow Sports Group, we have real assets: football clubs, academies, infrastructure, and young talent. And with Baller League, we’re supporting the intersection of entertainment, creator culture, and football, building a format that can appeal in multiple markets.
“So the overarching strategy is to fully back and support founders and properties that are visionary; to build both popularity and substance; and to ensure that as we scale up each investment, there are learnings, platform synergies, and audience crossovers. In short: we believe the future of sport lies in formats that are more interactive, more digital, more global – and we’re investing accordingly.”
With Baller League UK expanding in its second season, how has the value of your investment grown, and do you expect it to continue at a similar pace? Is further expansion the key to unlocking greater value in your investment?
“Season one in the UK exceeded our expectations in many ways – from audience engagement to sponsor interest and media traction. So yes, the value of our investment has grown meaningfully, both in commercial terms and in terms of strategic validation.
“But we don’t view value purely through short-term financial lenses. For us, the early wins are a signal that the format resonates – with fans, creators, and partners. That gives us the confidence to reinvest, to refine, and to keep building.
“Expansion definitely plays a role in unlocking further value, but it has to be the right kind of expansion. We’re not chasing footprint for its own sake – we’re focused on depth as much as breadth. That means choosing the right partners, ensuring local cultural fit, and building infrastructure that supports longevity, not just hype.
“If we can do that – expand intelligently, retain what makes Baller League special, and keep growing the community around it – then yes, we believe there’s significant long-term value still to be unlocked.”
How does the increase in other similar small-sided soccer concepts, such as Kings League and Icon League, affect your perception of the market? Is it a growing sector? Or does the amount of competition risk crowd the market?
“We see the rise of other formats as a sign that this is a real, growing category, not a passing trend. Whenever you see multiple players experimenting with new formats, it usually means the underlying audience appetite is shifting – and that shift is what we’re responding to.
“That said, not all models are the same. Some lean more into celebrity, others into competition or entertainment-first formats. Baller League sits at an interesting intersection; we prioritize football quality over all, but also work with excellent storytelling, creators, and fan interactivity. It’s a nuanced balance, and we think that will matter over time.
“Our focus is on building long-term equity in the format – with structure, community and scalability. And if the overall market grows as a result of more innovation, we see that as positive for everyone serious about this space.”
