Saudi Pro League opens creator-led route to global media revenue

The Saudi Pro League has launched a new international distribution model designed to expand access to Roshn Saudi League matches beyond traditional broadcast agreements.Powered by Recast, the system will initially operate across 16 markets including the UK, Ireland, Canada, South Korea, Scandinavia and New Zealand.Fans will be able to watch matches on a pay-per-view basis through SPL-owned channels, while some games may also be offered free through brand-sponsored access models linked to actions such as registration or engagement.Saudi Pro League chief executive Omar Mugharbel said: “The way people discover, consume and engage with sport is changing rapidly. Fans are increasingly connected to competitions, clubs and players through digital platforms and the creators and communities they trust.“By democratising both access and distribution, we can bring live RSL football closer to international fans while giving approved content creators, our clubs and players, and other distribution partners a genuine stake in helping us reach new audiences.”A key element is the ability for approved creators, players and clubs to promote individual matches or bundles through their own channels and receive a share of the revenue they generate.That creates a more decentralised commercial model, effectively turning players, clubs and creators into distribution partners rather than relying solely on broadcasters to acquire and monetise audiences.The new system will sit alongside the SPL’s existing international network, which currently includes 45 broadcast partners across more than 180 territories.Those partners include FOX, ESPN, DAZN, SPOTV, OKKO and FanCode.The DTC model is particularly targeted at markets where traditional broadcast distribution does not provide widespread access to live matches.It also gives the SPL a more direct relationship with international supporters, allowing the league to collect first-party audience data and better understand where demand is developing.That information could become increasingly valuable when future media rights and sponsorship packages are sold.The initiative also represents an early attempt by a major football league to integrate the creator economy directly into live rights distribution rather than using influencers purely for marketing.If successful, the model could give the SPL an additional monetisation layer around international rights while reducing its dependence on conventional broadcaster deals in smaller or underdeveloped markets.