October 20 – The Saudi Pro League (SPL) has added another state-owned heavyweight to its growing roster of commercial partners, announcing a new deal with Saudia, the Kingdom’s national carrier, to become an Official Sponsor of the Roshn Saudi League.
The move further underlines how the league’s commercial and sporting ecosystem is increasingly interlinked under the umbrella of the Saudi state and its sovereign wealth fund, the Public Investment Fund (PIF).
Roshn, the title sponsor of the league, is wholly owned by the PIF – the same organisation that also holds controlling stakes in four of the SPL’s biggest clubs: Al Hilal, Al Ahli, Al Nassr and Al Ittihad.
Now, with Saudia – another government-owned entity – joining as a major partner, the league’s financial structure looks increasingly circular, with investment, competition and sponsorship all feeding back into the same state apparatus.
The short summary is that in the Saudi League, the house always wins. The league’s growth is almost completely fuelled by PIF-led capital – whether through club ownership, infrastructure projects, or commercial tie-ins, you’re never far from the PIF influence.
The Saudia agreement was signed last week by SPL CEO Omar Mugharbel and Saudia Group CMO Khaled Tash, and ties into the Kingdom’s Vision 2030 programme, which uses sport and tourism as drivers of economic diversification.
Saudia said it would develop exclusive travel packages for both domestic and international fans, offering easier access to matches across the Kingdom, while also supporting the SPL’s ambition to attract global audiences and investors.
“We are proud to welcome Saudia as a sponsor of the Roshn Saudi League,” Mugharbel said. “This partnership reflects the league’s growing appeal and the strength of its platform in attracting leading national and international brands that share our vision for the future of Saudi football.”
The SPL has experienced an influx of investment and global attention since PIF-backed clubs began signing marquee international players in 2023 – most notably Cristiano Ronaldo who continues to be the league’s poster boy even after turning 40 in February.
While that strategy has elevated the league’s profile, it has also blurred the lines between commercial independence and state direction – as every major revenue stream, from sponsorships to club budgets, now appears to flow from the same public source even as the league continues to expand.
Khaled Tash added: “Saudia is proud to support the Kingdom’s thriving sports sector through our sponsorship of the Roshn Saudi League, especially as the sector continues to benefit from the unwavering support of the Saudi leadership, positioning the Kingdom as a global hub for major sporting events.
“This partnership opens new opportunities to bring fans closer to the game through seamless, memorable experiences. We’re honoured that the national carrier is now part of Saudi football’s exciting journey of growth and global recognition.”
Contact the writer of this story, Harry Ewing, at moc.l1760965403labto1760965403ofdlr1760965403owedi1760965403sni@g1760965403niwe.1760965403yrrah1760965403
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