Saudi Pro League renews IMG deal to broadcast matches worldwide and boost digital reach

In its efforts to expand its global presence, the Saudi Pro League has renewed its media partnership with sports marketing leader IMG for an additional four years. This extension builds on IMG’s involvement since 2023, during which it has managed media rights and global productions for the league.

In the past season, IMG facilitated broadcasts of league matches in over 184 countries through 43 international platforms. These include major networks such as ESPN (Africa), DAZN (France and DACH), FOX Sports (U.S., Mexico, Latin America, Central America and the Caribbean), Movistar (Spain), Globo (Brazil) and Sportitalia (Italy). This extensive distribution highlights the league’s significant penetration into global markets, reflecting the rising demand to watch some of the world’s most high-profile players now competing in Saudi Arabia.

In addition to traditional broadcasting, the Saudi Pro League is adapting its strategies to engage younger, digitally savvy audiences. Collaborations with the French streaming platform ComoTV and influencer Zack Nani reflect a deliberate shift towards modern, interactive media channels. These partnerships aim to make the league more relevant and accessible, particularly to emerging fan bases in the MENA region and beyond. By investing in digital-first approaches, the league is positioning itself to connect with audiences who consume content in new ways, from mobile streaming to social engagement.

From IMG’s perspective, the renewed agreement signals confidence in the rapid growth of Saudi football. The Vice President of Football for IMG’s Middle East and North Africa division noted that the league has seen significant improvements in both prominence and production quality. With a focus on storytelling, broadcast innovation and strategic distribution, the league is well-positioned to enhance its global influence and challenge established competitions for visibility.

This extended media deal comes amid a broader initiative by Saudi authorities to establish the country as an emerging hub for sports and entertainment. By combining substantial financial investment with forward-thinking media strategies, the Pro League aims not only to attract global audiences but also to secure its place in the competitive international football landscape. If momentum continues, the league could evolve from a domestic competition into one of the most-watched and commercially influential tournaments in the global game.