The Saudi Pro League (SPL) has confirmed a new partnership with TikTok for the 2024/25 season, designating the short video platform as its official digital partner.
This collaboration aims to enhance digital engagement for football enthusiasts both regionally and internationally.
As part of the agreement, TikTok will unveil a dedicated ‘SPL Exclusive Hub,’ offering fans access to a wealth of content from the league’s clubs and partners.
This exclusive content will feature behind-the-scenes footage, in-depth player interviews, and other unique insights into the SPL.
Additionally, TikTok will provide its creators with special opportunities to engage with the league.
This includes access to training sessions, matchday experiences, and interactions with players, allowing for a richer and more immersive fan experience.
The SPL is determined to solidify its position as one of soccer’s premier domestic leagues. While high-profile signings like Cristiano Ronaldo have captured headlines, the TikTok partnership is set to amplify the league’s global visibility.
TikTok’s involvement in football is extensive, with previous partnerships including UEFAfor Euro 2024 and Women’s Euro 2022, Major League Soccer (MLS), and the Confederation of African Football (CAF).
The platform is also deeply embedded in other sports, including the Paris 2024 Paralympic Games and UFC, and recently extended its multi-year partnership with the National Football League (NFL) to include long-form content.
Saudi Arabia ahead of the game again
Saudi Arabia is leading the way in sports marketing by leveraging apps like TikTok.
Their strategic use of these platforms enhances global visibility and engagement for the Saudi Pro League, showcasing a commitment to innovative digital strategies that connect with a broad, international audience and elevate their brand on a global stage.
It is clear that the SPL’s ambition is to be ‘bigger than the top European Leagues’ per a statement from newly appointed CEO Omar Mugharbel.
Mugharbel mentioned enhancing the product after recent signings Ivan Toney and Joao Cancelo capped off a relatively quiet summer window for the league and hinted at ‘advancing the league’s brand off the pitch with new deals (TikTok) to create a more attractive proposition for star players and fans abroad.’
Everything the SPL do is for attention and they are close to designing a social media juggernaut that is ready to shake the traditional European football landscape, even if some may find it incredibly unpopular. It is certainly working.
How a deal like this would benefit Australian football
Capitalising on the fantastic viewership and engagement from the younger generation is the key to success for the A-Leagues’ future.
According to YouGov Sport in 2023, between the ages of 18-34, the A-League is the second most engaged league in the country, sitting only behind the AFL.
The data showed that 15% of Australian sports fans aged 18-34 regularly streamed the A-League Men whilst 19% of the demographic follow the league on its respective social media channels.
Improving the content on these channels, which is certainly required, has been on the mind of the league for a while and KEEPUP’s failure gives them a blueprint on what not to do this time around.
A deal with TikTok would almost certainly benefit all stakeholders given the league’s lack of engaging, behind-the-scenes content and lacklustre highlight reels leaving many dissatisfied at the overall product.
Now with international marquee signings like Juan Mata and Douglas Costa, the A-Leagues can try and attempt to do what Saudi Arabia do, albeit on a much smaller scale, in terms of leveraging these big names to draw bigger crowds and engagement on social media.
The ability to nail short, bite-sized content is almost essential with the increasingly shorter attention spans and hunt for easily digestible videos that don’t require too much brain power.
In 2024, the A-Leagues must improve in this area and ensure they don’t fall behind the 8 ball again with this sport getting back on its feet.
