Saudi Tourism Authority Backs Saudi Pro League (SPL)

The Saudi Tourism Authority has become the latest to join the burgeoning portfolio of the Saudi Pro League (SPL).?

The ‘Saudi, Welcome to Arabia’ brand is now a platinum sponsor of the 18-team league, with the deal announced midway through the current 2023/24 season.

Under the deal, both entities will work together to “develop and promote tourism products and experiences” for the nation, banking on the world’s fascination with the league, as its clout grows with several overseas broadcast deals.

The SPL also added the deal is “expected to bolster connections with Saudi soccer clubs, setting the stage for future partnerships and collaborations.”?

According to ASN data, the government body: tourism category has invested about US$34m (40.8%) in football, making it the platform with the largest sponsorship spend across Asia since Q221. The average quarterly investment during this period has been slightly above US$2.9m, however, spends for Q124 is tipped to reach about US$1.9m, dipping by about 35.5% from the norm, and the current Saudi Tourism Authority’s sponsorship play is certain to balance the scales. Apart from football,??Saudi Tourism Authority has also made a major investment of almost US$14.5m in the IPL for Q124.

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This article was first published in ASN's February 2024 no. 4 newswire.