In a significant stride toward maintaining its global broadcast footprint, the Saudi Pro League (SPL) has renewed its partnership with Sportitalia, securing live match coverage across Italy through the 2026-27 season.
The new two-year deal—facilitated by global sports powerhouse IMG, which holds international distribution rights for the SPL—will see three matches per week aired on Sportitalia’s free-to-air platforms, adding up to 102 fixtures annually. The move continues Sportitalia’s engagement with the league, following a one-season agreement signed last August.
Strategic Expansion Through Consistency
With the upcoming 2025-26 season scheduled to begin on August 28 and featuring 18 clubs, the Saudi Pro League is doubling down on consistency in key European markets. Italy, known for its deep football culture and appetite for international leagues, represents an important territory for the SPL’s long-term global ambitions.
The renewed Sportitalia deal complements the channel’s existing football portfolio, which includes exclusive rights to Argentina’s Primera División through 2027—highlighting Sportitalia’s focus on showcasing non-European but high-quality leagues to the Italian audience.
IMG’s Deepening Role
The renewed Italian broadcast deal follows IMG’s broader five-year production and distribution agreement with the Saudi Arabian Football Federation. Beyond selling rights, IMG now handles the global broadcast production of the SPL, as well as the King’s Cup and Saudi Super Cup, consolidating its influence across the Kingdom’s elite football ecosystem.
This full-stack production-distribution model allows for consistent quality, centralized storytelling, and uniform global delivery—making the SPL product easier to market and monetize internationally.
Global Growth With Global Icons
The SPL’s international media strategy is underpinned by its growing roster of marquee signings—spearheaded by Cristiano Ronaldo’s arrival, followed by several other global stars. The influx of talent has not only raised the quality of play but has dramatically increased the league’s commercial appeal across multiple continents.
That global attention culminated in the production of a Netflix docuseries—“Saudi Pro League: Kickoff”—released in November 2024, aimed at introducing the league’s narrative to casual and non-traditional football fans worldwide.
Distribution Footprint: 165+ Countries, 43 Platforms
During the 2024-25 campaign, the SPL was broadcast across 165 countries through 43 different platforms, including:
- Canal+ (France)
- DAZN (five territories)
- Fox Sports (USA and Caribbean)
- Tencent (China)
- Okko Sport (Russia)
- SportyTV (Nigeria and Ghana)
These partnerships illustrate a deliberate targeting of key football markets and emerging viewership zones, from Africa to Asia and North America.
Domestically, the SPL continues its partnership with the Saudi Sports Company, ensuring robust coverage at home while expanding its international allure.
365247 Insight:
The Saudi Pro League’s media strategy exemplifies a multi-pronged global rollout model—balancing free-to-air exposure, strategic distribution partnerships, celebrity-driven content, and high-end production. By blending media consistency, talent attraction, and branded storytelling, the SPL is evolving from an ambitious regional league into a permanent fixture of the international football calendar.
For emerging leagues worldwide, the SPL’s model offers a roadmap on how to scale relevance through broadcast reliability, while leveraging culture, technology, and entertainment to bridge the gap between new fans and established audiences.
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