Samsung Backs Saudi Pro League To Boost Fan Engagement

South Korean consumer electronics and telco giant Samsung has negotiated a gold partnership with the Saudi Pro League (SPL) for the rest of the 2024/25 season. 

The landmark deal sees Samsung playing an influential role in rolling out innovative fan engagement experiences for the rising Asian football league.   

Following the partnership, Mohammed Basrawi, SPL General Manager of Marketing & Communications, said, “We are excited to welcome Samsung as a Gold Partner of the Saudi Pro League. This partnership reflects our commitment to working with global industry leaders to enhance the league’s growth and deliver the latest in technological innovation.We look forward to a successful collaboration that will bring new experiences to the SPL and its fans.”

Sami Khairalla, Country Senior Director for Mobiles Samsung Electronics  Saudi Arabia, added, “Football is a passion shared by millions, and we are proud to partner with the Saudi Pro League to support the sport’s development in the Kingdom. Samsung is committed to innovation and excellence, and through this collaboration, we aim to elevate the experience for supporters and contribute to the continued success of the SPL.”

According to ASN data, Samsung Mobile (23.2%, ~US$43.1m) is the third highest investor in its category for sponsorships since Q222, with an average quarterly investment of almost US$3.7m during this period. However, investment has been muted since Q223 with spends between US$216k and US$1.3m, primarily due to high-profile withdrawals in the past year such as  Zhejiang TV’s travel show Star Chaser (US$5m+) MAMA Awards (US$437k) and One Esports MPL International (US$212k).