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The Global Gaming League (GGL), a global gaming entertainment and media company, has raised $10 million to kick off its gaming battles among celebrity-owned teams.
GGL was founded by Grammy-nominated, multi-platinum music producer and entrepreneur Clinton Sparks, in partnership with music icon T-Pain and tech entrepreneur Jeff Hoffman (Priceline, UBid, Booking.com). In his music career, Sparks produced records that sold more than 80 million copies.
Now Sparks said in an interview with GamesBeat that he is focused on the intersection of entertainment and gaming. The Global Gaming League is a first of its kind multi-title gaming league with celebrity-owned teams made up of four players each – high profile influencers, actors, athletes, artists, casual and professional gamers – who compete in live events playing everything from first person shooter, sports titles and fighting games to the latest releases and retro favorites.
More than esports
The GGL is not an esports league – it’s a gaming entertainment league that brings together every style of play and every kind of player. It’s multigenerational, multicultural, and converges gaming, music, sports, fashion, celebrity, competition and culture.
“I wanted celebrities to be involved because I’ve created a new model that gives the talent the prestige of owning a sports franchise without that headache,” Sparks said. “The celebrities don’t have to worry about managing, staffing, recruiting, sales, merchandising, any of that stuff. That’s because we’re their partners and we’re their entire back office, the Global Gaming League. And they don’t have any financial risk.”
He said the companies don’t need the celebrities to invest, but GGL owns each team with each celebrity 50-50.
“That’s why all the celebrities getting involved are really exciting. And that’s because people want to have equity. They want a partnership. Most brands want to pay a celebrity a check to spend their life just to help amplify their brand,” Sparks said. “But because I’ve been so involved with celebrities and talent for so long, I know people don’t want that. They want to have ownership. They want to have a meaningful connection to the thing that they’re going to be a part of, especially if they can just blow it up.”
Solyco Capital led the SAFE round, while th rest are individual strategic investors, Sparks said.
“There are over three billion gamers around the world,” said Sparks. “But there’s still no centralized platform that gives everyday players the spotlight—while authentically connecting brands, celebrities, and competition in a way that’s truly entertaining. That’s where GGL comes in. Imagine the energy of the Super Bowl, the fandom of Comic-Con, and the culture of ComplexCon and Coachella.”
Sparks added, “There is currently no place for investors to have any meaningful return on a gaming investment, brands to consistently get an ROI with gaming, publishers to expand their IP to new audiences, celebrities to have an authentic footprint in gaming and nothing set up for all gamers to build a career as a gamer, and have a chance to be recognized globally as true athletes. Until now.”
Live competitions in an arena where celebrity-owned teams clash
Sparks said esports and celebrities haven’t mixed well in the past due to a lack of authenticity.
“In the past, whenever anything gaming-related had a connection, any kind of involvement with celebrities, they’re typically did a one-off event,” Sparks said. “It’s not sustainable, it’s not scalable, it’s not converting their fans into gaming.”
By contrast, he said GGL converges gaming with music, sports, fashion, celebrity, competition, and culture.
“When you bring all these celebrities, whether they’re actors, athletes, musicians, rappers or influencers, you’re bringing their audience because they’re playing against each other,” Sparks said. “It’s almost like Celebrity Family Feud. But it’s more interesting. You’re coming for the competition, you’re coming for the trip, you’re coming for the rivalry, you’re coming for the celebrity performance. There’s so many more reasons why you will now come and engage.”
The GGL held its first event to do a proof of concept at the HyperX Arena in Las Vegas. But then the company decided to build its own competitive arena near the Las Vegas airport. The company started last year and it has eight people.
The GGL’s matches will take place at the campus and arena in Las Vegas. GGL’s studio facility The Campus powered by Vū, is set to elevate the city’s connection with the video gaming community. Sparks said it is the most technologically advanced studio in the area, boasting the largest wrap-around digital screen in the Western U.S. (second only to Sphere) and 43,000 square feet of space with everything for Hollywood-level film and television production and VIP events of all kinds.
Starting teams
Sparks said GGL delivers unforgettable experiences, high-impact sponsorship moments, and a new entertainment format where the audience is just as important as the action.
“Everybody games,” said T-Pain, GGL director of strategy and team owner, in a statement. “67% of people between the ages of 5 and 90 game in some form—in fact, more people watch video gaming than any sport (short of the NFL). 46% of gamers are female, colleges give scholarships for gaming now. and the average gamer is 36 years old, despite most thinking it’s only for kids. Gaming is a faster, cheaper and safer path to success than traditional sports.”
The Global Gaming League is providing real opportunity for gamers around the world to be drafted and earn a salary as a player on a celebrity owned team through the global nomination submission process where gamers can log on to globalgamingleague.com and sign up. Since announcing this, the league has over a quarter of a million entries to play for one of the celebrity-owned teams.
The first team owners to be revealed include:
● T-Pain – Grammy-winning artist and beloved voice in gaming culture
● Bryce Hall – Tik-Tok star, Bare Knuckle brawler and digital entrepreneur
● Flavor Flav – Hip hop legend, reality show icon, and official host of the 2024 Olympics.
GGL will be announcing more team owners in the coming weeks pulling from music, film, sports, fashion, social media and gaming.
Game time is the new prime time
Gaming is projected to surpass $300 billion by 2026—outpacing TV, film, and music combined. But it’s not just the revenue—it’s the attention. Unlike traditional media, where viewers are distracted, multitasking, or skipping ads, gaming commands full focus. There’s no second screen. No passive scrolling. Just millions of fully immersed fans, locked in and actively engaged.
For brands, this isn’t just a new channel—it’s a new kind of consumer. One who’s not just watching, but participating. One who’s emotionally invested in the moment and wide open to authentic brand experiences that enhance gameplay rather than interrupt it. This is where advertising stops feeling like an ad—and starts becoming part of the story.
“Gaming is a blue ocean opportunity for brands, investors, and new business. Gamers spend 30% more on retail than non-gamers and that number goes up in key categories like automobiles, travel and technology,” said John Garcia, managing partner of Solyco Capital, in a statement. “Gamers don’t just play—they influence. Today’s gamer spans generations and lifestyles. They watch, buy, and move culture. When I met Clinton Sparks and listened to his vision, I knew this wasn’t just another business idea—it’s a key future in media.”
More than a league: a launchpad for talent, education, and opportunity
The launch also includes the GGL Academy—a first-of-its-kind initiative focused on empowering advancement through gaming education, career pathways, and scholarship opportunities. The Academy is built to train, mentor, and connect aspiring gamers, creators, and professionals to real-world roles across the gaming, entertainment, and tech industries.
“What really gets me excited is the connecting of cultures, the building the national bridges and uplifting underserved communities,” Sparks said.
Strategic partnerships with NYU, UNLV, and Syracuse are already underway, building a direct pipeline from the classroom to the arena. With 74% of Gen Z expressing interest in careers in gaming or digital media, GGL is creating the infrastructure to meet that demand—especially in underserved communities where access to opportunity has been historically limited.
“I came out of retirement for this,” said Jeff Hoffman, GGL chairman, in a statement. “Because this isn’t just about gaming—it’s about access. GGL has the power to connect cultures, build international bridges, uplift underserved communities and close age gaps. And it’s not just meaningful—it’s good business. We’re building a platform that can monetize at scale while making a positive impact. That’s rare, and that’s why I’m all in.”
Sparks added, “The Global Gaming League is positioned to make gaming a household name in the same manner that the WWE did with wrestling and the UFC did with mixed martial arts, by systemizing and democratizing an industry that already exists with billions of users and hundreds of billions already being generated. Get familiar with the Global Gaming League.”
Origins
Sparks started out as a DJ and record producer in Boston. He made bootleg remixes and mixtapes and hosted radio shows such as SmashTime Radio. In 2012, he was nominated for a Grammy for his production work on Lady Gaga’s Born This Way album. He wrote and produced songs for the likes of Akon, Ludacris, 2 Chainz, Big Sean and more.
In gaming, his hip-hop music was used in DJ Hero 2, and he did voice acting in Scarface: The World is Yours and Saints Row: The Third. In esports, he held business development positions at esports and lifestyle firm FaZe Clan and XSET.
“I’ve been a gamer my whole life. I didn’t know anything about esports, as most people didn’t and still don’t. And I helped train a bunch of popular kids that had millions of followers but had no business model, no revenue drivers,” he said. “I’ve been shaping culture for over 20 years and building cultural impact and brands that are still relevant today. When I got into the gaming space, I realized it’s the fastest growing entertainment in the world. But it was literally disconnected from mainstream pop culture and celebrities, even though we all play.”
Sparks said that he saw a lot of people lose money in esports, which grew quickly but then crashed, losing investors a lot of money.
“All the biggest brands in the world wanted to play with the casual gamers. The publishers wanted to expand their IP and grow their communities. The gamers wanted to be looked at as real athletes, and not all celebrities. Everybody I know, from Snoop Dogg to Vinny, T-pain to the Jonas Brothers, to Michelle Rodriguez and Terry Crews — everybody games. But there’s no way for them having a positive, social, and meaningful connections to gaming. So that’s how I came up with the Global Gaming League.”
He said he contemplated how investors can get a return, where brands can get an ROI, where publishers can connect with new audiences, where gamers can be legitimized, and where celebrities can compete with each other and develop a new business that they can own.
“So that’s what I created, the Global Gaming League, which is a league of celebrity-only teams that compete in live events in Las Vegas, playing new games from Call of Duty and Rocket League to old games like Pac-man and Donkey Kong,” Sparks said.
He said it will have the structure of traditional sports leagues like the NFL, the pageantry, theatrics, storylines, and smack talking like WWE.
“And much like UFC, you’ll see two people competing that you otherwise would never see compete elsewhere,” Sparks said. “Here is where you would see celebrities compete with their four-player teams against each other. But unlike the NFL, which is one sport, one season, one region, this is all sports, meaning all game titles, all year, and it’s truly global, from India to Asia, to Middle East, North America, South America, Europe. It is the fastest-growing form of entertainment in the world.”
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