The Baller League, a six-a-side soccer competition focused on digital engagement, has secured a broadcast deal with CBS Sports Golazo Network in the United States ahead of its March launch. The agreement will cover every game from all ten matchdays, as well as the post-season playoff finals, bringing the unique format to a wider American audience.
This marks the first linear television coverage for the Baller League in the US, complementing its existing streaming strategy on platforms like Kick, Twitch, and YouTube. The league aims to redefine soccer’s presence in America by blending sport with culture, attracting both established players and prominent online creators.
“This agreement with CBS Sports is a major moment for Baller League as we continue to redefine what soccer can mean in America,” said Felix Stark, founder and chief executive of Baller League International. “We’re building something that lives where sport meets culture — uniting creators, players, and fans in new ways. We cannot wait to bring this next chapter of Baller League to life on CBS Sports.”
The league has been actively forging partnerships in anticipation of its US expansion. In November, a two-year deal was struck with Nike, designating the sportswear giant as the official apparel and equipment provider for both the US and UK competitions. December saw another significant partnership announced with Kalshi, a prediction market firm, which will be featured as the front-of-shirt sponsor for the US series.
The news of the CBS deal arrives amidst a strategic shift for the Baller League, which recently paused operations in its original market, Germany. According to a report in German publication DWDL.de, the league temporarily shut down its German operations, citing market conditions. However, Baller League representatives clarified that the pause is not a permanent closure, stating, “Although Germany will always remain an important part of Baller League’s roots, the market currently does not offer the necessary size and structural conditions to support the company’s long-term goals.”
The company maintains a strong financial position, remaining “highly liquid and solvent,” and is open to revisiting the German market “when conditions better align with our long-term vision.” This suggests a focused strategy on markets offering greater potential for growth and engagement, currently prioritizing the US, and UK.
The Baller League UK launched in March of last year, attracting a diverse roster of soccer legends, social media stars, and cultural icons to manage its 12 competing teams. Notable team owners included Alan Shearer, Micah Richards, and Gary Lineker (Deportrio); John Terry (26ers); and Jens Lehmann, Robert Pires, and Freddie Ljungberg (N5 FC). This blend of established sporting figures and online personalities has been central to the league’s appeal, creating a unique and engaging product for fans.
The league’s six-a-side format, combined with its digital-first approach and celebrity involvement, positions it as a distinct offering within the American soccer landscape. While Major League Soccer continues to grow in popularity, the Baller League aims to capture a different segment of the audience, particularly those drawn to the intersection of sports, entertainment, and online culture. The CBS broadcast deal is a key step in achieving that goal, providing a platform to showcase the league’s innovative format and attract a broader viewership.
The success of the Baller League in the US will likely hinge on its ability to maintain the momentum generated by its partnerships and leverage the reach of CBS Sports Golazo Network. The league’s focus on creating engaging content for digital platforms will also be crucial, as it seeks to build a loyal fan base and establish itself as a significant player in the evolving world of soccer entertainment.
