Saudi Pro League (SPL) clubs aggressively targeted big-name players from the top European leagues in 2023 in a bid to raise the competition’s profile.
Al-Nassr’s acquisition of Cristiano Ronaldo earlier in the year was the catalyst for a spending spree designed to upset the established order in world football.
Ronaldo’s arrival in the Middle East initially cranked up interest in the competition, with live streaming platforms and online sportsbooks reporting a significant increase in SPL-related activity.
Fans were eager to stay secure while betting online, which sparked a sizeable uptick in the number of people utilising reliable VPN software to protect their digital devices.
However, the enthusiasm gradually died down as the SPL failed to deliver the same level of excitement as many other top leagues worldwide.
With that in mind, read on as we look at how things have developed in the SPL before assessing whether the competition can become a major player in professional football.
Sponsors Clamour To Grab A Piece Of The Pie
The SPL bagged several lucrative sponsorship deals on the back of big-name players switching the top leagues in Europe for the Middle East gravy train.
The league has tripled its number of official partners, while a new link-up with Pepsi is a measure of the type of companies being attracted to football in the region.
Organisations within Saudi Arabia are also beginning to partner with the league and are eager to capitalise on its growing profile.
The Saudi Tourism Authority (STA) has established a relationship with the SPL, further enhancing the reputation of a competition staged in a footballing backwater.
Recruiting top-class players from Europe proved to be a short-term masterstroke, improving on-field performances and attracting financial partnerships.
SPL Faces Stiff Competition For International Audiences
Broadcasters have been keen to secure the rights to SPL matches. DAZN owns the rights to broadcast matches in the United Kingdom, with every game available on their platform.
Canal+ has also secured the rights to broadcast SPL matches in French regions and African territories.
Director of Sports for Canal+ Group Thomas Senecal pointed out that the French broadcast giants were interested in the SPL because of the various international stars the league attracted.
However, despite more widespread coverage of the SPL, the competition is still a long way from competing with established European competitions in the viewership stakes.
For instance, a third-division mid-table clash in French football last season garnered six times more viewers than a top-of-the-table match between Al-Hilal and Al-Ittihad.
Around 5,000 people tuned in to watch Al-Hilal’s 3-1 victory over their rivals earlier this year. Several broadcast sponsors have also reportedly recorded underwhelming numbers.
Saudi Gamble Looks Doomed To Fail
Despite the increased interest in the league, it will be difficult for the SPL to break the traditional domination of established European competitions.
The SPL’s approach has garnered attention but it faces a difficult task to compete with major European leagues for long-term viewership.
The success of those competitions was built on organic growth. Their popularity stems from grassroots development, player pathways and community loyalty.
The SPL’s strategy generated an initial buzz but the hype is largely manufactured and this is a major issue the competition must overcome.
SPL bosses must create a sustainable ecosystem which prioritises local talent development and adds a sprinkling of big-name signings.
However, with many of football’s biggest stars preferring to stay in European football rather than move to the Middle East, the Saudi gamble on the SPL looks doomed to fail.
