Ronaldo & Neymar are bringing in crowds and bringing in big sponsors to help the Saudi Pro League achieve its goals.
With a $1 billion expenditure spree, Saudi Arabia has launched a significant effort to establish itself as a major force in world football by luring some of the game’s top players to its shores.
The Saudi Pro the League is counting on players like five-time Champions League champion Cristiano Ronaldo, current Ballon d’Or winner Karim Benzema, and Brazilian attacker Neymar – the league’s record purchase at a stated $98 million – to boost attendance numbers, attract more TV viewers, and bring in significant sponsorships.
Considering the success of the world event in Qatar last year, Saudi leadership intends to rank the Saudi Pro League among the top 10 soccer leagues worldwide and has their sights set on hosting a World Cup.
Although there is still more work to be done to keep up with the commercial behemoth of Britain’s Premier League and increase attendances, which have averaged 8,500 thus far this season, the enormous investment is beginning to show indications of paying off.
The SPL claimed last month that the total number of sponsors had increased by nearly 75% this year, making the league the third most lucrative in the globe in terms of sponsorship income.
Seif Swailam, a sports administration specialist with the international auditing firm PwC Middle East, thinks there’s a long-term strategy behind the significant investment on stars like Ronaldo.
“It promotes Saudi football as well as the nation’s 2030 ambition. Some of today’s super stars will serve as ambassadors to increase Saudi Arabia’s chances of hosting such a significant event as part of their preparation for the bid to host the World Cup in 2030.
The success of a once-unknown league depends on its ability to draw well-known players, in large part because doing so makes it easier to win the sponsorship of the big three sportswear companies, adidas, Nike, and Puma.