“It’s a league that has gone from being overlooked to being the talk of the town,” declares Adam Kelly, President of IMG Media. He’s referring to the Saudi Pro League, which has experienced a meteoric rise in popularity this year thanks to the arrival of soccer superstar Cristiano Ronaldo at Al Nassr. The league’s transformation into the summer’s biggest sports story has been fueled by a flurry of high-profile transfers from Europe to the Gulf state. However, this surge in attention has also raised ethical concerns about Saudi Arabia’s human rights record and the concept of ‘sports-washing.’ It has even sparked fears among rival leagues like the MLS that they may lose their standing in the soccer hierarchy.
IMG, a subsidiary of Endeavor’s WME, has been actively marketing the league’s broadcasting rights since the beginning of the year and will continue to do so for the 2023/24 and 2024/25 seasons. They have already secured around 35 international deals for Ronaldo’s debut months, including agreements with broadcasters in Europe, Australasia, Africa, Latin America, and even China. These deals were strategically priced at the lower end to generate interest for future seasons, and the strategy seems to have paid off with 171 million social media views across 96 markets.
But this summer, the league has taken a significant leap forward. Ronaldo’s arrival has been followed by a wave of high-profile signings, including Ruben Neves, Karim Benzema, N’Golo Kante, and Roberto Firmino, with many more expected. The sheer number of transfers has prompted ESPN to create a dedicated ‘Saudi Arabia transfer tracker’ page to keep fans updated daily.
Rumors suggest that Ronaldo’s contract is worth €200M ($221M) per year, including commercial and sponsorship agreements, as well as a signing-on fee of around €100M. However, this figure could be overshadowed by the mind-boggling offer made to France’s Kylian Mbappé, who has reportedly been offered a staggering €700M for a one-year deal with Al Hilal. The offer,The future of World Cup winner Mbappé has become increasingly complex and bitter, with lucrative image rights agreements at stake. Despite having a year left on his contract with PSG and a planned move to Real Madrid in 2024, Al-Hilal has made a tempting offer to bring him to Saudi Arabia for the upcoming season. However, reports have surfaced that Mbappé has refused to meet with Al-Hilal officials and does not see the move as a viable option. He is focused on establishing himself as the successor to Ronaldo and Lionel Messi, two of the greatest players in the sport. The gravity of Mbappé’s next move has been widely discussed by soccer journalists and sites, as it could either legitimize the Saudi league’s expansion or expose its lack of quality compared to Europe’s top divisions. The story has captured the attention of media figures, fans, and even famous faces like NBA stars LeBron James and Giannis Antetokounmpo, who have joked about the situation on social media. The involvement of the Saudi sovereign wealth fund in the takeover of Saudi clubs, including Al-Hilal, has given them unlimited spending power. The summer transfer window has been transformational for Saudi Arabia’s soccer league, as the country continues to invest heavily in sports to enhance its global reputation. Accusations of “sports washing” are largely ignored as interest in the league grows. The recent transfer of Liverpool captain Jordan Henderson to Al-Ettifaq on a lucrative contract has sparked controversy, with some questioning his commitment to supporting diverse lifestyles. Money often dictates players’ decisions, but Mbappé may be an exception. Even Fulham coach Marco Silva reportedly turned down a £40M deal to manage a Saudi side. The effectiveness of Middle Eastern states investing in Western sports as a means of reputation burnishing has been debated, with some skeptical of its impact on public perception. The Saudi Pro League and the Saudi sovereign wealth fund have not yet commented on the situation. The league has instructed IMG Media to secure new broadcast deals, aiming to establish itself as one of the top divisions in world soccer. Ronaldo’s presence has been transformative, attracting broadcasters and building momentum for the league. It is reminiscent of David Beckham’s impact on La Liga in 2003, when his transfer led to increased distribution and popularity. People are drawn to local heroes and stars, and Mbappé’s next move will undoubtedly have a significant impact on the soccer world.With an increasing number of stars flocking to Saudi Arabia, the value of the league is on the rise, attracting more and more audiences. This has caught the attention of major broadcasters like Sky Sports, who acquired digital rights for YouTube clips of Ronaldo’s debut season and may now consider investing in a broader linear rights deal due to the influx of Premier League stars. TNT Sports and DAZN are also potential contenders in Europe, as the league’s stars provide viral clip-generating content that can boost a network’s profile.
While TNT Sports and Sky Sports have not yet been approached, and DAZN doesn’t comment on rights deals, RMC Sport, Sport TV, and Sportitalia have secured broadcasting rights in France, Portugal, and Italy respectively. In the US, no deal has been struck with a mainstream distributor yet, and the only way to watch games is by subscribing to MBC’s Arabic content streamer Shahid. However, talks are intensifying globally, and IMG Media’s UK-based boss, Kelly, states that they will be reaching out to the best channels in the world to gauge their interest.
According to Paolo Pescatore, a tech, media, and telecommunications analyst, recent events have undoubtedly accelerated the awareness of sports in Saudi Arabia. However, he cautions that big money transfers and star signings do not guarantee success, as seen in the Chinese Super League. Despite signing well-known players like Didier Drogba, Paulinho, and Carlos Tevez, the Chinese league failed to generate significant broadcast interest and investment dwindled.
Pescatore emphasizes that securing TV rights is one thing, but getting sports fans to watch matches in large numbers is another challenge altogether. He believes that potential rights holders must carefully consider how they will recoup their investment, and therefore, the Saudi Pro League is likely to remain niche in the short term. Nevertheless, this move by Saudi Arabia is a statement of intent and marks the beginning of grand plans to become a leading force in the world of football.
Another source suggests that exposure, rather than revenues, is the primary focus for the Saudi Pro League’s leaders. The money earned from broadcast rights sales will not come close to the astronomical sums being spent on players. Jack Genovese, Research Manager for Sports at Ampere Analysis, questions whether there is enough demand and willingness among fans to watch the league consistently. The Saudi Pro League had gone unnoticed by most sports fans until this year’s transfer boom, and there is very little data available about the league.
On a broader scale, Saudi Arabia, a wealthy country with limited oil reserves, is seeking to establish itself in other business areas as the century progresses. The country has made significant investments in Hollywood, and now, having a say in sports, particularly those experiencing exponential growth, is the next logical step in their soft power plays. The Qatar World Cup in November 2022 was a clear indication of this trend.
In addition to sports, the Public Investment Fund (PIF) of Saudi Arabia has made diverse investments globally, owning stakes in companies like Uber, Boeing, Facebook, Disney, Nintendo, Embracer Group, Live Nation, and the Bank of America. With Ronaldo and other top players in Saudi Arabia, and Messi making waves in the US with his debut for David Beckham’s Inter Miami, alongside the Apple TV+ streaming agreement, the global soccer landscape is evolving. While the power still resides in Europe, with the Premier League as a cash-generating giant, the expansion of newer leagues presents an opportunity for larger audiences.
Kelly from IMG believes that the rise of new leagues and their presence in publications like FilmmakerFocus is beneficial for the sports industry as a whole. Moments like Messi’s debut create global narratives and generate peak interest, showcasing the power of live sports to captivate audiences.
