The Icon League, co-founded by former professional footballer Toni Kroos and digital creator Elias Nerlich, has raised €15 million in a Series A funding round to expand its innovative five-a-side football entertainment format across Europe and beyond. The round was led by HV Capital, with participation from existing investors including Jürgen Klopp’s family office, entrepreneur Thomas Hagedorn, and Luigi Berlusconi’s H14 S.p.A. The funding will be used to professionalize operations, strengthen teams, and extend the league’s footprint to new international markets.
Founded in 2024, The Icon League combines professional sports with entertainment and digital engagement. The format features 14 franchise teams competing in indoor five-on-five matches played over two 12-minute halves. Former Bundesliga players play alongside top amateurs in a fast-paced format designed to deliver high-energy, attack-minded football. Matches integrate “Rulebreaker” moments to keep gameplay dynamic and viewer-friendly.
The league has quickly become a major attraction among younger audiences, generating over 1.3 billion social media impressions in its inaugural season and drawing live audiences of up to 20,000 fans. Each matchday reportedly reaches up to three million viewers across streaming platforms, with livestreams averaging 1.4 million viewers. Several franchise teams have already achieved six-figure profits, supported by diversified revenue from ticketing, sponsorships, media rights, and merchandise.
The newly appointed CEO, David Fischer, formerly a partner at HV Capital, will lead The Icon League’s next phase of growth. Fischer will focus on scaling operations, strengthening the league’s brand, and building an international sports company rooted in fan-centric experiences.
At €15 million, the raise ranks among Europe’s largest sports and entertainment-tech financings of 2025. The funding reflects increasing investor appetite for hybrid formats that blend sport, content, and social media. The Icon League’s rapid growth, digital reach, and sold-out events underline its potential to become a model for modern, streaming-first sports entertainment.
The company faces challenges as it scales, including adapting to new markets, securing broadcast partnerships, and striking a balance between competition and entertainment within the league. Expanding the franchise model will require capital discipline and consistent engagement to prevent format fatigue. Nonetheless, the league’s metrics suggest strong momentum and a viable path to sustainable growth.
With the funding, The Icon League plans to invest in talent development, production quality, and European expansion, aiming to turn its distinctive five-a-side format into a global cultural export. If successful, the model could reshape how younger audiences consume sports—through shorter, digitally integrated, and socially driven live events—positioning The Icon League at the forefront of the sports-entertainment revolution.
