From Ronaldo To Mbappé: How The Controversial Saudi Soccer League Became The Talk Of The Summer & A Potential Rights Boon For IMG
“It’s going from a league that no-one considered to one that everyone does,” says Adam Kelly.
The IMG Media President is talking about the Saudi Pro League, whose profile has skyrocketed this year following soccer superstar Cristiano Ronaldo’s move to Al Nassr at the end of 2022.
A flurry of transfer activity this summer that has seen some of Europe’s top players making the switch to the Gulf state has turned the league into the sports story of the summer. This has led to a raft of ethical questions directed at players and managers, mainly related to Saudi Arabia’s hardline position on many human rights issues and whether the investment is another example of so-called ‘sports-washing.’ It’s also quietly sparked fears from rival leagues such as the MLS that they might be usurped in the soccer pecking order.
IMG, part of WME owner Endeavor, has been shopping the rights to the league since the turn of the year, and we understand will continue to do so for the 2023/24 and 2024/25. Around 35 international deals were struck for Ronaldo’s initial months (though not with the U.S.) in countries from Europe (including Sky Sports in the UK and Ireland, several broadcasters in Germany and the La Liga OTT app in Spain), Australasia (including Australia’s Network Ten), Africa and Latin America. Even China’s CCTV, Tencent, Douyin, IQIYI, and Zhibo8 signed on.
Several sources believe prices were at the low end of cost spectrum — a tactical play primarily aimed at drumming up interest in the product for future seasons. A cool 171 million social media views across 96 markets suggests this worked.
However, this summer, there’s been a step change. Ronaldo has been joined by dozens of high-profile players such as Wolves captain Ruben
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