Saudi Pro League renews media deal with IMG to boost global reach

LONDON: The Saudi Pro League has renewed its partnership with sports marketing firm IMG for another four years, as part of a plan to extend the reach of the local game globally.

The extension for the Roshn Saudi League marks a continued collaboration that has elevated the competition since IMG first took over media rights responsibilities in 2023.

Over the past season, matches from the Kingdom’s top-flight football league were broadcast in more than 184 countries across 43 international platforms.

Key broadcast partners secured under the partnership include ESPN (Africa), DAZN (France and DACH region), FOX Sports (US, Mexico, Latin America, Central America, and the Caribbean), Movistar (Spain), Globo (Brazil), and Sportitalia (Italy).

Additionally, the SPL has partnered with French streaming platform ComoTV and popular content creator Zack Nani, as part of a strategy to reach younger and more digitally engaged audiences.

Roland Nikolaou, vice president of football in the Middle East North Africa region for IMG, said the deal reflects the SPL’s rapid growth and increasing international prominence.

“The Saudi Pro League has grown rapidly in recent years and continues to push the boundaries for football in the region,” said Nikolaou in a press release issued on Thursday.

“Through our work together across media rights distribution, as well as production and storytelling, the league has significantly enhanced its reach and global appeal.

“We’re excited to extend this partnership to support the league’s next phase of growth and continue bringing world-class Saudi Pro League football to fans around the world.”

In 2024, IMG also signed a five-year production agreement covering the RSL, King Cup, and Saudi Super Cup. As