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

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Image credit: Cristiano Ronaldo Instagram

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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Melbourne Victory’s reaffirmed partnership backs local businesses

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Image credit: FiledIMAGE / Shutterstock.com

In an announcement made on Tuesday, Melbourne Victory revealed their continued alliance with the Committee for Melbourne. The partnership aims to unite and support local businesses, and grow sporting communities across Victoria.

The intersection for business and sport

The partnership between Melbourne Victory and the Committee for Melbourne stands as a reflection of the city’s leading culture for both business and sport.

The Committee for Melbourne strives to provide Melbourne with a better present and future, focusing on affordability, livability and sustainability. It is the result of a merger between two organisations – the Committee and the Melbourne Chamber of Commerce – resulting in an oragnisation backed by 200 years of combined expertise.

Furthermore, Melbourne Victory, through the Victory in Business (VIB) network, proudly presented by AGL, have facilitated over $225 million in transactions between member companies. It is one of Australia’s largest corporate sporting network groups with over 100 members.

Thus, uniting two organisations of such prestige and past success is an exciting development for business leaders and Victoria’s wider sporting landscape.

Together, they represent something far more important than business partners. Reflected in their extensive support network, they show that connection, success and identity can all be delivered at once.

 

Representing the best of Melbourne

Melbourne Victory Managing Director, Caroline Carnegie, outlined why the connection with the Committee for Melbourne is so important for members and for the city as a whole.

“Melbourne Victory is proud to represent the whole of Victoria – and proud to partner with the Committee for Melbourne to strengthen the link between sport and business,” Carnegie explained.

“Together, we’re building a network that connects people, creates opportunity and celebrates everything that makes Melbourne great.”

Moreover, Committee for Melbourne Chief Executive, Scott Veenker, reflected on the partnership’s connection to Victoria’s culture for business, sport and a united community.

“Business and sport are fundamental to Victoria’s identity and sucess. This partnership connects those worlds – from the boardroom to the pitch – creating real pathways for collaboration, innovation and growth,” Veenker said.

 

A meaningful partnership

As symbols of the city’s passion for sport and business, Melbourne Victory and the Committee for Melbourne have therefore built a connection which benefits all.

It is an alliance built on a shared identity, culture and dedication to making Melbourne an even more united, inclusive and competitive place.

Filopoulos: Football Must Move Beyond Campaigns to Win Fans for Good

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Image Credit: Perth Glory

Global marketing and advisory firm Bastion has strengthened its leadership team with the appointment of Peter Filopoulos as Managing Director, Experience. This decision brings one of Australian football’s most influential administrators into a new phase of the sports business landscape.

Filopoulos, who has held senior roles across Football Australia, Football Victoria and Perth Glory, will lead Bastion’s experiential and partnerships division, applying a football-informed lens to brand engagement.

Drawing on his time in the game, Filopoulos emphasised the importance of cohesion in building meaningful fan connections.

“For me, the biggest lesson is that fans don’t see brand, content and experience as individual silos, they experience it all as one connected ecosystem,” he said.

“At Football Australia, the work resonated most when everything was aligned; the team, the narrative, the partners and the matchday experience all working together to feel cohesive and authentic. That’s when engagement moves beyond interaction and becomes something far more meaningful.”

He added that too many organisations still treat fan engagement as short-term.

“Where a lot of organisations fall short is treating fan engagement as a campaign. It’s not, it’s an always-on system.”

Filopoulos’ move reflects a broader shift within football, where commercial growth is increasingly driven by experience-led strategy.

“At Bastion, we put experience at the centre—because it’s where the brand comes to life, where partners integrate in a way that adds real value and where fans genuinely connect,” he said.

“Our focus is on building platforms that bring fans closer to the brand… Get that right, and you’re creating something people actively want to be part of.”

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