How Spanish expertise is helping Saudi Arabia raise the global standard of football presentation
LaLiga has deepened its engagement in the Middle East by entering a new tripartite agreement with Saudi Arabia’s domestic broadcaster Thmanyah and the country’s flagship cultural entity, Riyadh Season. The partnership—set to run through the 2025–26 season—goes far beyond content rights. At its core is a shared ambition: to elevate the Saudi Pro League’s (SPL) broadcast production to match international standards.
Thmanyah, a subsidiary of the Saudi Research and Media Group (SRMG), holds exclusive domestic broadcast rights for the SPL. While the league has made headlines for high-profile signings in recent years, this agreement highlights a parallel push to improve the quality of the product behind the scenes. LaLiga will now provide technical assistance, creative insights, and production best practices to local teams, aiming to enhance storytelling, audiovisual quality, and overall viewer experience.
A Partnership Rooted in Strategic Alignment
This move builds on LaLiga’s growing commercial presence in the Gulf. Riyadh Season had already become a commercial partner in 2024, and in December of that year, LaLiga opened a permanent office at the SPL’s Riyadh headquarters—signaling long-term intent.
For LaLiga, the value of this alliance is both strategic and symbolic. It reinforces the league’s identity as a global exporter of know-how—not just talent. As Javier Tebas, LaLiga’s president, put it: “The SPL has made strong moves in signing top players, but that momentum needs to be supported by a world-class broadcast product.”
The Spanish league’s production model is often cited as a benchmark in global football—built over more than a decade through club collaboration, tech-driven innovation, and a clear content philosophy. This new agreement echoes that ethos: to ensure clubs are not just participants in the league, but active contributors to its media identity.
SPL’s Global Vision – From Talent to TV
Saudi Arabia’s ambition to become a top-six global league depends on more than marquee transfers. It requires an ecosystem that matches international expectations—from matchday experiences to broadcast storytelling.
The SPL has already taken steps toward this goal. In recent years, it has expanded its global reach, with matches broadcast in over 165 countries across 43 platforms. International distribution has been driven by IMG, which also holds a production deal until the end of the 2028–29 season.
Moreover, the league has begun absorbing European football expertise into its executive ranks. Former LaLiga Head of International Media Rights, Leonard Soler Batet, joined the SPL earlier in 2025. Jesús Arroyo, previously deputy general manager at Sevilla FC, now serves as advisor to SPL CEO Omar Mugharbel.
A Race to Build Global Credibility
This evolving partnership reflects a key trend in international football: federations and leagues are no longer just competing for talent but for broadcast legitimacy. As consumption patterns shift and audiences expect premium storytelling and production values, leagues that master the media game will define the global hierarchy.
LaLiga’s role in Saudi Arabia now spans content, consultation, and cultural integration. For the SPL, this is less about imitation and more about acceleration—borrowing LaLiga’s lessons to fast-track its own global rise.
The next two seasons could be decisive. If the SPL can successfully blend talent acquisition with technical broadcast excellence, it may not just mirror Europe’s elite leagues—it could join them.
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