Reinventing Soccer Communication through Sportainment with Genzers in Spain

The case of the Kings League


  • Oliver Carrero Márquez ESIC University - ESIC Business & Marketing School
  • César García Muñoz ESIC University - ESIC Business & Marketing School
  • Fernando García Chamizo ESIC University - ESIC Business & Marketing School



Soccer, Football, King´ s League, Generation Z, Communication, Identity, Culture


This study explores the Kings League's impact on sports communication and its appeal to Generation Z in Spain, contrasting it with traditional football leagues. The Kings League's "sportainment" approach, blending sport and entertainment with innovative digital broadcasting, resonates with young audiences. Key elements include its spontaneity, spectacle, and the involvement of charismatic figures. The research underscores the need for new formats and sports communication methods to engage younger generations, highlighting the importance of personalization, immediacy, and innovation in sports to maintain cultural relevance and audience engagement.



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Author Biographies

Oliver Carrero Márquez, ESIC University - ESIC Business & Marketing School

Profesor Contratado Doctor, es Doctor en Ciencias de la Información por la Universidad Complutense de Madrid. Profesor a tiempo completo en ESIC Universidad, asume la Dirección Académica de la Universidad en 2021. Master en Marketing Digital por ICEMD en 2019 y WebMaster del canal de YouTube Zalathun Learning y del siteweb, sus principales líneas de investigación son las nuevas tecnologías aplicadas a la comunicación, el marketing digital y la innovación docente. Imparte docencia en el Grado de Publicidad, así como en el máster de Dirección de Comunicación y Nuevas Tecnologías (DCNT) de Esic University.

César García Muñoz, ESIC University - ESIC Business & Marketing School

César García is a strategic communication professor at ESIC University. His research analyses the intersection between public relations, culture, philoso[1]phy, politics and economics. He is currently the editor of ESIC Digital Economy and Innovation Journal (EDEIJ).

Fernando García Chamizo, ESIC University - ESIC Business & Marketing School

Fernando García Chamizo holds a PhD in Information Sciences from the Complutense University of Madrid (2009), an MBA from the European University of Madrid (2017) and a degree in Journalism from the Complutense University (1998). Since 2021, he has been directing the Master's Degree in Communication and New Technologies Management at ESIC University. In addition, he edits the weekend morning news at Radio Castilla-La Mancha, a public corporation where he has been a staff journalist since 2001. He therefore combines teaching, journalism and research, a field in which his lines of work focus on: news companies, new forms of communication, MOJO journalism, business intangibles and the relationship between different factors involved in education, such as virtual reality and the choice of university studies or PhD graduates and their teaching practice. He participates as an active member in several research and teaching innovation groups at ESIC University, Universidad Rey Juan Carlos and Università Giustino Fortunato de Benevento (Italy).  


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How to Cite

Carrero Márquez, O., García Muñoz, C., & García Chamizo, F. (2024). Reinventing Soccer Communication through Sportainment with Genzers in Spain: The case of the Kings League. VISUAL REVIEW. International Visual Culture Review Revista Internacional De Cultura Visual, 16(3), 63–78.