Saudi Pro League’s TikTok deal: A media blueprint for Australia

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.

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Football Victoria elevates fan enjoyment with Streets partnership

Football Victoria (FV) revealed last week a new partnership with ice cream giants, Streets. The brand will become an exclusive ice cream partner for the next three years.

 

An iconic brand for joyful experiences

As a well-known and popular ice cream brand with people all around the nation, Streets will now look to support the fan experience in Victoria through its products.

It reflects FV’s commitment to delivering a family-friendly and memorable experience for spectators. Both on and off the pitch, the organisation is striving to elevate the experience for fans and families alike.

“Football Victoria is always looking for ways to elevate the experience at The Home of The Matildas, and this partnership does exactly that,” explained FV Executive Manager of Commercial and Facilities, Chris Speldewinde.

“It’s a fantastic fit for our community and we’re looking forward to what the next three years will bring.”

Furthermore, Senior Brand Manager at Streets, Ryan Katz, emphasised the brand’s role in community sport and in creating memories beyond the action on the pitch.

“Streets is proud to join Football Victoria as its exclusive ice cream partner,” Katz said.

“There’s nothing better than enjoying a great game with a classic ice cream in-hand, and we’re excited to be part of those moments across the state.”

 

Understanding community football

Community football is all about these moments. Sunny days, the family together, and a sweet treat in-hand while supporting a local team alongside friends and neighbours.

This is why a partnership between FV and Streets is particularly important.

Not for its commercial value, but for what it tells us about both parties’ understanding of what matters to fans. From young fans to experienced matchday-goers, everyone wants to find enjoyment while watching the game.

And while the 90 minutes of action is the focus, the experience of a local matchday is truly defined by interactions with fellow supporters and smaller – but no less significant – moments of happiness during the day.

Build a home, create a culture: How do we secure the Socceroos as global competitors?

The Socceroos kicked off their World Cup campaign with a convincing 2-0 win over Turkey. It was an important win for their tournament ambitions, but also a statement about their quality on the world stage. It is time that we built a facility to ensure this quality is nurtured, not stifled.

Otherwise, we risk falling behind.

 

One of four…

Australia’s Men’s National Team currently sits as the 23rd-ranked team in the world in the official FIFA rankings. The Matildas, meanwhile, are the 15th highest-ranked women’s team.

This year is also the sixth consecutive FIFA Men’s World Cup featuring the Socceroos, confirming their position as a regular competitor in the most prestigious tournament in world football.

So why is it, despite these undeniably positive reflections of Australia’s growth in international football, that the Socceroos are still homeless?

At the 2022 FIFA Men’s World Cup in Qatar, Australia was one of four competing teams (a list featuring Denmark, Poland and Senegal) without a national base. In 2024, former Socceroos coach Graham Arnold described the team as “homeless” ahead of the World Cup qualifiers.

But four years on from the tournament’s last edition, the situations remains the same. And the world is taking notice.

 

A letter to the PM

In April this year, FIFA reportedly wrote to Australian Prime Minister, Anthony Albanese, encouraging the construction of a permanent home for football in the country.

The letter reflects concerns within the governing body that Australia, despite being so present in international football throughout the past 25 years, may fall behind the rest of the pack.

When we look at the talent in the current squad, Australia is by no means an emerging football economy. But commercial and infrastructural limitations in the landscape mean this talent is under-appreciated.

Nevertheless, it is a nation which regularly proves it can compete – and win – on the biggest stage. This we saw only a few days ago.

Which is why the players, coaches and staff representing the nation deserve a permanent facility which reflects, nurtures and inspires talent and competition. The survival of the landscape depends on it.

 

The investment question

Investment into football – from grassroots to professional levels – continues to be at the crux of national debate on how to secure football’s future in Australia.

In a conversation between Soccerscene and Melbourne-based community club, Sunbury United FC, infrastructure and facility-sharing challenges emphasised common grievances for many grassroots clubs.

The issue, therefore, is spread across the nation’s football pyramid. And prompts an uncomfortable question about future investments:

If even the Socceroos continue to share their current base, Leichhardt Oval, with various teams across rugby league and soccer, how can we ever expect clubs further down the pyramid to avoid similar fates?

The past few years, however, have fortunately seen improved investment into the women’s game in Australia – particularly embodied by the ‘Home of the Matildas’.

The result of a $101.1 million investment by the Victorian Government in collaboration with La Trobe University and the Federal Government, the facility boasts elite training features including premium FIFA-standard pitches, multiple changing rooms, a high-performance gym, a sports science lab and more.

This was a welcome and vital boost ahead of the 2023 FIFA Women’s World Cup which took place in Australia. Now, ever-increasing participation and pride are synonymous with women’s football, and the numbers confirm it.

In 2023, women and girls represented 190,746 participants across social, outdoor, fustal and registered football. In 2025, this increased to 231,435. It proves that, with the arrival of purposeful investment at the top, comes the spread of a football culture across the nation.

 

Aligning practical and cultural benefits

But what would a potential facility for the Socceroos actually look like? And what are the benefits?

When considering similar projects, we can look to both Japan and England as distinct examples of how a national base for football can unite practical, social and cultural benefits.

St George’s Park – England

Built in 2012, England’s base at St George’s Park is a masterclass in using facilities to establish a centre for industry cohesion and community impact.

As a centre of excellence, St George’s Park holds 14 outdoor pitches, a fustal arena, and hosts coaching and medical courses. It welcomes 28 teams across men’s, women’s, youth and para football, representing a place of unity and alignment for the entire football community.

Furthermore, the ‘Play Like the Pride’ program offers grassroots participants and school students the chance to experience the elite facilities for a day, showing how facilities can serve to connect young players to the world of their professional idols and foster real passion for the game.

JFA J-Village – Japan

The J-Village – beyond being a state-of-the-art football training centre – shows why a home for football can positively impact the community.

After being used as a support base for the nuclear power plant accident following the 2011 Great East Japan Earthquake, the venue now holds a deeply important place in the memory of Fukishima. As a result, upon resuming full operations in 2019, the facility – and the football development within it – represented a sense of perseverance, reconstruction and unity.

And through hotels and public transportation links, the J-Village also welcomes tourists and business travellers, encouraging more people to step into the world of football in Japan.

One venue, therefore, can give rise to an essential part of a thriving football landscape: culture. A culture for participation, community outreach, and elite development.

 

Final thoughts

The focus of the summer will no doubt be how the Socceroos perform on the pitch. And with homes, offices, and public spaces brimming with enthusiastic support, the sense of national pride is irresistible.

But for all the positive sentiment currently taking hold of the nation, there will come a time when Australia’s World Cup run is over, at which point an all-important question must be asked:

How do we move forward?

We move forward by transforming buzz into an aligned vision, commitment to nurturing talent, and a desire to establish a real footballing culture across the nation.

The first step to building this culture? Building a home from which it can thrive.

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