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. None of the major streamer came in.
Several sources believe prices were at the low over 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 Neves, 2022 Ballon D’Or winner Karim Benzema, Chelsea midfield engine N’Golo Kante and Liverpool striker Roberto Firmino, with many more transfers on the horizon. There have been so many signings that ESPN now has a ‘Saudi Arabia transfer tracker’ page updating daily.
Ronaldo’s contract was rumored to be €200M ($221M) a year, including commercial and sponsorship agreements, along with a signing-on fee of around €100M. That could be dwarfed by the one offered to France’s Kylian Mbappé, who has been offered a brain-pounding salary package of an estimated €700M for one year at Al Hilal. The offer, which like many of the agreements to date includes lucrative image rights, is part of a complex and increasingly bitter situation around World Cup winner Mbappé’s future. With a year left on his current contract at French champions PSG and a planned move to Spanish giants Real Madrid expected in 2024, Al-Hilal swooped to tempt him to Saudi for the upcoming season.
Overnight, it’s been reported Mbappé has refused to meet with Al-Hilal officials and does not see the move as a viable option while he battles to become established as the successor to Ronaldo and the sport’s other history, while Messi has seven Ballon D’Ors, the most goals for a single club and recently won the World Cup as captain of Argentina. Mbappé, aged, just 24, has appeared in two World Cup finals, winning one, and is already viewed by many as the best player in the game.
You must be logged in to post a comment.