Dazn 500 thousand dollars agreement to broadcast the Saudi League

DAZN will broadcast up to three live Saudi Professional League matches per week in the UK, Germany and Austria as part of a one-year, $500,000 deal.

The sports broadcasting service pledged to show at least two matches from each group, one of which will show Cristiano Ronaldo, the Al-Nasr team, in addition to the most prominent digital events in the competition.

Sky Sports last year secured the digital rights to some matches from last season following Ronaldo’s transfer, but this is the first time a broadcaster has signed an entire league campaign.

The deal was brokered by agency giant IMG, which has secured or is working on short-term deals in about 30 markets, including Portugal and China. Regarding Italy, an agreement was announced with La7 to broadcast matches in our country.

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Separate deals have been struck with unnamed broadcasters in Greece and Brazil, while South Korea-based SPOTV has confirmed it will broadcast 102 matches live to Hong Kong, Indonesia, Japan, Macau, Malaysia, the Philippines, Singapore, South Korea and Thailand.

According to Bloomberg, none of the deals are worth more than $10 million.

Saudi Arabia’s multi-billion dollar investment in sports aims to diversify the country’s economy away from oil and promote the kingdom abroad.

It is clear that the Saudi Professional League wants its matches to enjoy maximum exposure and visibility at the international level.

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Thanks to the financial backing from the league, the primary concern is not money, but exposure. And rightly so, given that the stated value of some of these deals wouldn’t be enough to cover Ronaldo’s salary for a week.

For broadcasters, this is a relatively low-risk venture, and many hope that the lure of globally recognized stars and the novelty factor will draw audiences. Over time, the Saudi Professional League will want to translate that into long-term retention and TV deals that are already generating significant revenue.

Broadcasting revenues will be crucial to the league’s long-term sustainability, whether it be direct revenues or attracting private equity investments.

If not, the Saudi Professional League will struggle to be seen as anything other than a state-sponsored illicit and end up on the roadside like a meteorite like what happened in China.

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