October 23: The Saudi Pro League (SPL) has partnered with Footballco to showcase high-profile matches through GOAL’s Front Three, its creator-led YouTube and social video brand, which combines live coverage with watch-a-longs.
The broadcasts will take place in the UK and Ireland, Belgium, the Nordic countries and Canada.
They start on October 23 with Al-Qadsiah v Al-Hilal, a top-flight match with Brendan Rodgers in the Qadsiah dugout and former Manchester City midfielder Tijjani Reijnders against an Al-Hilal side that includes Ollie Watkins and Gabriel Martinelli. The Jeddah derby between Al-Ittihad and Al-Ahli follows on 26 November, then Al-Nassr against Al-Hilal on 10 December.
Footballco’s Middle East brand, Yalla GOAL, will handle the build-up, with clips then shared on TikTok, Facebook, YouTube and Instagram.
The deal is part of the league’s new distribution model, launched in September with Recast, which allows approved publishers to stream games live on their own platforms in 16 markets. Footballco will also broadcast matches on GOAL via Recast.
“We’ve seen this approach work before, with our broadcast and social content from last year’s Riyadh derby being viewed 3.8 million times,” said Andy Jackson, Footballco’s vice president for the Middle East. “We also recognize that we have an opportunity to grow RSL awareness and fandom in these markets, through GOAL’s Front Three broadcasts, which can then translate into a transactional relationship on our website.”
Mohamed Rassmy, the league’s director of digital media rights, said: “By combining live football with the reach and influence of established digital creators, we can engage fans on the platforms they already use, while making RSL more accessible and building stronger relationships with fans around the world.”
The league says the deal complements its existing coverage in more than 180 territories with 45 partners. IMG has worldwide media distribution rights until 2028-29.
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