Saudi Pro League: Big-Money gamble is delivering mixed results

Saudi Pro League (SPL) clubs have aggressively targeted big-name players from top European leagues in a bid to raise the profile of football in the Middle East.

Al-Nassr got the ball rolling in January 2023 by signing former Manchester United and Real Madrid star Cristiano Ronaldo. Many more top players have joined him in the SPL.

However, it is debatable whether the massive financial outlay on star players has truly paid dividends for the SPL. Read on as we take a closer look.

Foreign stars spark surge in betting

The heavy investment by Saudi clubs has undoubtedly benefited the online gambling industry, with punters worldwide now more inclined to wager on SPL games.

Operators such as Betway Sports currently offer a plethora of SPL markets, highlighting the impact the influx of stars has had from a betting perspective.

While wagering remains a taboo subject in the Middle East, the SPL’s ambitious policy to boost its profile has helped it garner interest among sports bettors.

Fans located in overseas jurisdictions have been exposed to the SPL through betting company advertisements which has helped to develop a stronger connection with the competition.

The SPL is enjoying increased viewership and global recognition on the back of this relationship, even without official betting company partnerships.

Regulatory issues need to be surmounted if the SPL is to capitalise on the growing link-up with the betting industry, and these will be tricky to overcome.

Sponsors are eager to grab a piece of the action

SPL has tripled its number of official partners over the past year. A lucrative deal with Pepsi is a measure of the type of companies being attracted to football in the region.

Organisations within Saudi Arabia have started to partner with the league in a bid to take advantage of what they hope will become a football boom.

The Saudi Tourism Authority (STA) has also established a relationship with the SPL as it seeks to capitalise on the league’s growing popularity.

These initial moves suggest a bright future for the sponsorship landscape in the SPL, although maintaining the momentum will not be easy.

Recruiting players from Europe has proven to be a masterstroke up to this point, but it is unclear whether this trend will continue over the next few years. 

If the SPL can keep attracting top talents from European leagues, more high-profile sponsors will jump on the bandwagon. Achieving this will be easier said than done.

SPL faces competition for viewership

Major broadcasters have been keen to acquire the rights to SPL matches, but they will want to secure a significant return on their investment.

DAZN owns the rights to broadcast matches in the United Kingdom, while Canal+ has secured the rights for the French regions and African territories.

However, the SPL is struggling to keep pace with major European competitions such as the Premier League and Champions League in the viewership stakes.

For example, just 5,000 people tuned in to watch Al-Hilal’s 3-1 victory over Al-Ittihad in March. Several broadcast sponsors have recorded underwhelming numbers.

While the SPL’s ambitious approach has garnered attention, it faces a tough task to compete with the established European leagues for long-term viewership. 

The success of the top European leagues stems from grassroots development, player pathways and well-established fanbases. The SPL has a long way to go before it can compete on an equal footing.