Saudi Pro League Lands Major Tech Sponsor as Samsung Signs Up

Saudi Arabia's football landscape continues to evolve with the Saudi Pro League (SPL) announcing a significant partnership with Samsung, marking another step in the Kingdom's sports development strategy. The global technology leader joins as a Gold Partner for the remainder of the 2024-25 season, bringing technological innovation to enhance both stadium experiences and fan engagement.

The collaboration aims to modernise the league's technological framework through Samsung's expertise in consumer electronics and digital infrastructure. This partnership follows the SPL's recent string of high-profile agreements, including a five-year, $127 million title sponsorship with real estate developer Roshn and partnerships with major brands like PepsiCo.

Mohammed Basrawi, SPL's General Manager of Marketing & Communications, emphasised the strategic importance of the partnership. "Our collaboration with Samsung strengthens our commitment to delivering world-class experiences while embracing innovation in sports technology," Basrawi said. "This alliance represents a significant step forward in our mission to enhance football in the Kingdom."

Samsung's involvement reflects its expanding presence in the Middle East, particularly in Saudi Arabia, where the company has secured major contracts including a $7.2 billion gas plant expansion and the widespread adoption of Samsung Pay. The technology integration plan includes implementing augmented reality features, real-time data analytics, and mobile platforms designed to personalize viewer experiences.

This partnership aligns with Saudi Arabia's Vision 2030 economic diversification agenda, which identifies sports and technology as key growth sectors. The SPL's strategic partnerships complement the nation's broader sporting ambitions, including its FIFA World Cup 2034 bid and investments in attracting international talent to the league.

The collaboration builds upon the SPL's recent technological initiatives, with plans to introduce AI-driven match analytics and immersive fan platforms. For Samsung, the partnership offers an opportunity to connect with Saudi Arabia's young population while showcasing its capabilities in large-scale entertainment technology. The company's involvement is expected to accelerate the digital transformation of football infrastructure across the Kingdom's major venues.

The SPL-Samsung partnership represents more than a traditional sponsorship agreement. It signals the league's commitment to technological innovation and its ambition to compete with established global football competitions. Looking ahead, the partnership is set to play a crucial role in the SPL's development strategy, leveraging Samsung's expertise to create more immersive match-day experiences while building a stronger connection with fans through digital platforms. This technological evolution supports the SPL's broader goal of establishing itself as a leading football competition in global sports.