CREIDT: Sportcal
International sports marketing giant IMG has renewed its agreement with the Saudi Pro League (SPL) to continue distributing the competition’s worldwide media rights through the 2028-29 season. The extension reinforces IMG’s role in the SPL’s global expansion as the league seeks to build its brand as one of football’s fastest-growing properties.
Building on Rapid Growth
The renewal builds on the initial partnership covering the 2023-24 and 2024-25 seasons. Under IMG’s distribution, the SPL has achieved unprecedented international reach:
- 2023-24 season: broadcast in 160 countries across more than 40 platforms.
- 2024-25 season: expanded to 184 countries on 43+ platforms across six continents.
Recent rights deals secured by IMG include agreements with:
- ESPN (Africa)
- DAZN (DACH and France)
- Movistar (Spain)
- Fox Sports (USA, Mexico, LATAM, Caribbean, Central America)
- Globo and SporTV (Brazil)
- Sportitalia and ComoTV (Italy)
- Zack Nani (France, content creator distribution)
The SPL’s 2025-26 campaign kicks off with expanded international visibility, supported by Globo’s pay-TV arm SporTV securing rights in Brazil just last week.
Beyond Distribution: Production & Innovation
IMG’s partnership with the SPL extends beyond media rights into production and broadcast innovation. Last year, the agency signed a five-year production deal covering the SPL, the King’s Cup, and the Saudi Super Cup, running through 2029.
Key elements of the agreement include:
- IMG supporting the SPL and the Saudi Arabian Football Federation as host broadcasters for domestic cup competitions.
- Implementation of remote production technologies, allowing multiple matches across different cities to be managed simultaneously, reducing logistical challenges and costs.
- Enhanced storytelling and production value designed to elevate the SPL’s global brand appeal.
Roland Nikolaou, Vice President of Football, MENA at IMG, noted:
“The Saudi Pro League has grown rapidly in recent years and continues to push the boundaries for football in the region. Our collaboration has significantly enhanced its global reach and storytelling.”
IMG’s Broader Football Portfolio
The SPL joins a wide roster of IMG clients in international football rights and production, including:
- CONMEBOL (South America)
- Eredivisie (Netherlands)
- Football Australia
- Arabian Gulf Cup (AGCFF)
- England’s EFL (through 2029, across three divisions)
IMG also works as a production partner for some of the world’s most valuable competitions, including the Premier League, Major League Soccer, and UEFA’s club competitions for CBS Sports.
Strategic Significance
The renewal highlights three critical trends in global sports media:
- Saudi Pro League’s Globalization – Backed by state-led investment and the signing of international stars, the SPL is rapidly moving from a regional competition to a global broadcast product.
- IMG’s Position as a Gateway Agency – With expertise in both rights distribution and production, IMG offers leagues not just broadcast access but also the technical and creative tools needed to scale globally.
- Technology Driving Efficiency – Remote production solutions show how innovation is cutting costs while expanding coverage, a model other leagues may adopt in the years ahead.
For the SPL, the IMG deal ensures consistent international exposure, while for broadcasters, it packages Saudi football as a premium rights property with a growing narrative of investment, star power, and global ambition.
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IMAGE: Getty Images
