The Saudi Pro League (SPL) has taken another major step in its global media expansion, with SporTV, the pay-television arm of Brazilian broadcasting giant Globo, acquiring rights to showcase the competition from the 2025-26 season.
The deal, brokered by IMG, also includes coverage of the King’s Cup knockout competition and the Saudi Super Cup. SporTV will air two SPL fixtures each gameweek, beginning on August 19 with the Saudi Super Cup semi-final between Al-Nassr and Al-Ittihad.
Strengthening Brazil’s Connection to the SPL
The agreement solidifies the SPL’s presence in Brazil, where the league already has a broadcast deal with Band, which airs a Saturday fixture, and streaming coverage via the YouTube channel Goat, which shows six games per round (three exclusively).
Notably, Globo cannot distribute SPL content via its GE TV YouTube channel due to Goat’s existing rights, meaning SporTV’s broadcasts will remain exclusive to its linear platforms.
The SPL’s growing popularity in Brazil is no coincidence. With 19 Brazilian players — representing 12.5% of the league’s talent pool — the Saudi competition has actively targeted the country as a key international market. Among the high-profile names are:
- Malcom, Marcos Leonardo, Renan Lodi (Al-Hilal)
- Galeno, Roger Ibanez (Al-Ahli)
- Fabinho (Al-Ittihad)
This strategy ensures a strong cultural and sporting connection, aligning with the SPL’s stated ambition to make Brazil one of its priority growth markets.
IMG’s Strategic Role
The SPL’s broadcast expansion is being driven by commercial partner IMG, which has focused on securing rights holders that align with the league’s ambition.
Robert Klein, Managing Director of Soccer at IMG, explained in 2024:
“It’s not just about the money. If the league’s ambition is not matched by the broadcaster in terms of content and asset utilization, it’s not the right partner for us.”
Klein also pointed out that the SPL already ranks among the top 10 football leagues globally in terms of broadcast reach and production standards, despite only beginning its international push in recent years.
Why This Matters?
At 365247 Media, we see this deal as part of a calculated global strategy by the SPL, with three key insights:
- Cultural Anchoring Through Talent
By leveraging the presence of nearly 20 Brazilian players, the SPL ensures its broadcasts resonate with fans in Brazil, one of the most passionate football markets in the world. - Multi-Platform Distribution Strategy
The combination of linear TV (SporTV, Band) and digital access (Goat) ensures both scale and accessibility — maximizing reach while catering to evolving consumer viewing habits. - Positioning the SPL Among Global Elites
By pairing broadcast scale with player investment, the SPL is actively positioning itself as a serious competitor to Europe’s top leagues, both commercially and culturally.
The SporTV deal is more than just a broadcast contract — it represents a strategic bridge between Brazilian football culture and Saudi Arabia’s growing league. For the SPL, it’s a critical step in its journey toward global legitimacy. For Globo, it’s an opportunity to bring Brazilian audiences closer to their stars playing abroad, while tapping into the SPL’s rising international profile.
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