The Saudi Pro League (SPL) has partnered with Footballco to deliver live coverage, creator-led watchalongs and post-match content across several international markets, as the league continues to expand its direct-to-consumer strategy.
Under the agreement, Footballco’s GOAL Front Three platform will provide live coverage of selected “tentpole” SPL fixtures in the UK and Ireland, Belgium, the Nordic countries and Canada.
The partnership, which also involves media monetisation platform Recast, will begin with the top-of-the-table meeting between Al Hilal and Al Qadsiah on October 23. Other selected fixtures scheduled for live coverage this year include Al Ittihad vs Al Ahli on November 26 and Al Nassr vs Al Hilal on December 10.
Beyond live match broadcasts, Front Three will offer creator-led watchalongs during games, alongside clips and highlights distributed after matches. The format is designed to combine live football with the reach of established digital creators and provide the SPL with a different way of engaging younger and digitally focused audiences.
The deal follows the SPL’s decision in September to launch a direct-to-consumer offering across 16 international markets in collaboration with Recast. The UK and Ireland, the Nordic countries and Canada are among the markets covered by that initiative.
“The partnership with Footballco reflects the Roshn Saudi League’s commitment to finding innovative ways to connect with international audiences and grow the Roshn Saudi League’s global fanbase,” said Mohamed Rassmy, the SPL’s digital media rights director.
The SPL said the new partnership is intended to complement its existing international broadcast distribution. The league is currently available in more than 180 territories through 45 broadcast partners, while global media distribution rights are held by IMG under an agreement running through the 2028-29 season.
Footballco sees the partnership as an opportunity to convert digital engagement into longer-term fandom and commercial relationships. Andy Jackson, Footballco’s senior vice president for the Middle East, said the Front Three broadcasts would give fans the opportunity to experience major SPL fixtures alongside creators they already follow, while helping increase awareness of the league in key international markets.
The SPL has invested heavily in raising its international profile in recent years, with the recruitment of high-profile players including Cristiano Ronaldo forming a central part of its global growth strategy.
The 2026-27 SPL season began on August 13 and is scheduled to run until late May.