The Saudi Pro League (SPL) has launched a new English-language digital program, ‘The Yalla SPL Show’, in partnership with digital sports media company Footballco, that aims to engage younger audiences through an entertainment-driven approach to covering Saudi football.
Designed for Gen-Z viewers, the show is hosted on GOAL’s YouTube channel, which has a large international following. Rather than traditional match analysis, ‘The Yalla SPL Show’ focuses on highlights, storytelling, and player profiles. The aim is to make the SPL more accessible to international fans, particularly those who may not be familiar with the league’s clubs and players.
Hosted by the Barra Bruvvas, a London-based content creator duo with Middle Eastern heritage, the program features interactive segments, interviews with top SPL players, and a ‘Find Your Team’ feature that introduces viewers to different Saudi clubs. The show is part of a broader strategy by the SPL to increase engagement with global audiences and build long-term interest in the league.
Saudi football has gained increasing international attention, particularly with high-profile signings in recent seasons. By working with Footballco, the SPL is leveraging digital-first strategies to connect with new audiences, particularly in regions such as Europe and North America, where the league is still growing its presence.
With its focus on storytelling and entertainment, ‘The Yalla SPL Show’ represents a fresh approach to promoting the league. If successful, the format could serve as a model for future digital engagement initiatives aimed at broadening the league’s appeal beyond its traditional fanbase. Additionally, the SPL’s decision to launch English-language content suggests that more international media partnerships could be on the horizon, potentially leading to increased global coverage and interest in Saudi football.