LONDON :An enthusiastic announcer rallies the crowd inside London's Copper Box Arena for a noisy five-second countdown to Santan FC vs MVPs United, the former managed by rapper Dave, the latter by popular player Alisha Lehmann and TV host Maya Jama.

Former Premier League referee Mark Clattenburg tosses the ball in the air to begin a 30-minute, six-a-side game but before he can take his position on the side, MVPs score in six seconds: the quickest goal yet in the fledgling Baller League UK.

Twelve minutes later, it is time for a twist - the "Plus One" rule reduces the teams to one-versus-one plus goalkeepers with the rest allowed back after next goals.  

Social media-focused soccer tournaments like the German-founded Baller League and Spanish-origin Kings League have sprung up in Europe and elsewhere to offer young consumers a cheaper, crazier and shorter version of traditional 90-minute soccer.

Some older fans scoff at these formats as a gimmicky distortion of what Brazilian great Pele called "The Beautiful Game", and predict they will quickly fade. 

But for now, ex-professionals, online influencers and entertainment figures are piling in. Viewing figures are soaring and investment is mounting into what supporters see as a back-to-roots, playground-style version of the sport.

"The way they play the game is the way that kids on the street play it all over the world," EQT Ventures’ Partner Ashley Lundstrom told Reuters. “The ecosystem of fans is so open-minded to a new sport, a new style of sport.”

Her company led an investment round for Baller League that raised $25 million in early December 2024.

'SOCIALS BLOWING UP'

The UK league, in its inaugural season, has drawn a multitude of personalities including some who could not quite make it in mainstream professional football. 

"It’s so close to being what I’ve always wanted with being a pro footballer and just having that recognition of, okay, this kid can play," said midfielder Harry Cain, 27, who plays for Yanited managed by YouTuber and Twitch streamer Angryginge.

"My socials (were) absolutely blowing up from friends, family. 'Can’t believe we just watched you on Sky Sports'."

Cain, who produces soccer content for 1 million-plus TikTok followers, said one of his highs was scoring in front of former England international and Baller League UK coach John Terry.

The Baller League ex...