Inter Miami CF, Al-Nassr and Al-Hilal created global recognition
through digital media, fan participation, and marketing. Clubs are required to
assess data so they can develop a customized strategy that fits the culture and
values of each individual region. For example, Al-Ahly from Egypt is one club
that has been successful at retaining fans while continuing to attract them
with success and utilizing targeted marketing efforts in support of their
success.
The Role of Partnerships in Enhancing Visibility
Sports organizations can use business partnerships with many
different businesses in order to make their marketing outreach larger and
utilize additional resources. These partnerships are not direct sponsorship,
and instead they operate through a third-party intermediary (an agent) who acts
on behalf of both parties. Agents have access to various ways to promote the
products, services, or content of the organization without being endorsed by
the organization.
The agent model creates an opportunity to promote the organization
beyond what would be available to them otherwise. Many of the partnerships with
companies such as the aviator sports betting company occur through the same
type of agent-based partnership structure that provides the ability for the
partner to cover and engage fans at the match level. Using this type of
arrangement will allow partners to receive additional promotion for themselves
while maintaining a separation between the two parties.
Key advantages of the agent partnership framework include:
- Wider grassroots marketing reach
- Strengthened local supporter networks
- Flexible regional growth opportunities
Specialized online communities further support these initiatives.
Platforms dedicated to specific markets provide information on available
cooperation options.
Digital Strategies for Fan Engagement
Clubs are able to reach and communicate with their fans better
than ever before due to the availability of advanced digital marketing tools.
The use of social media allows for instant delivery of information and
localization of the content that clubs produce. In addition, by mid-2025
Al-Nassr had reached over 50 million followers, which makes them one of the
fastest-growing football entities in the world. An example of how
geographically targeted communities may be used to identify new collaborative
partners with a betting company (MelBet Facebook Saudi Arabia) is also shown through events created through
the use of social media, such as live chats, polls, and exclusive content. A
further example of how technology may be used to enhance the fan experience is
through the use of Augmented Reality by Al-Hilal to create a match filter.
Data is used to inform content choices and social media analytics,
and demographic data is used to assess strategy on platforms such as Instagram,
TikTok, and emerging social media platforms within the Arab region.
The signing of Cristiano Ronaldo by Al-Nassr in 2023 had a
significant impact on how the Club would grow as a brand. In just two months
after signing, Cristiano Ronaldo, Al-Nassr’s Instagram follower base increased
from less than one million to over 40 million. By this time in 2025, Al-Nassr
was ranked the 16th most followed club in the world, based upon data from the
CIES Football Observatory.
Also, in 2023, Al-Hilal signed another major star, Neymar.
Additionally, their signings of big stars combined with new commercial
partnerships and their participation in an expanded FIFA Club World Cup in
2025, also contributed to a very successful year for both clubs. The large
number of domestic titles won by Al-Ahly (Egypt) is part of why they have over
30 million followers, as well as the many large rivalries and consistent
accomplishments throughout the years.
Huge Sponsorship Trends in the Middle East
There are numerous sponsors in the Middle East sponsoring
high-profile sports, some of which are listed below.
|
Sponsor |
Partner |
Duration |
Primary Outcome |
|
Emirates |
Arsenal FC |
20+ years |
Mutual global brand
elevation |
|
Etihad Airways |
Manchester City FC |
15+ years |
Strengthened Abu Dhabi
tourism links |
|
Qatar Airways |
FIFA & multiple
clubs |
Ongoing |
Heightened visibility
during 2022 World Cup |
|
Flynas / Saudia |
Newcastle United &
SPL |
Recent |
Support for league
internationalisation |
The contracts show how both sides can align their goals together
to intertwine business with sports.
Innovations in Brand Building
The next phase of the league will focus on two emerging trends:
sustainability and esports. As clubs work towards achieving carbon neutrality
and launching youth-focused digital leagues, they will also leverage AI to
provide personalized fan engagement experiences that drive marketing at levels
never seen before.
Record participation by Arab countries in the World Cup will usher
in new competitive dynamics. Building sustainable relationships and investing
in technology will form the foundation of the world's most successful
franchises over the next few years.
Strategy in Merchandising and Global Licensing
Sports franchise growth is largely based on merchandise income.
According to Deloitte's 2024 Annual Review of Football Finance, the Saudi Pro
League had merchandise sales of $180 million in 2024, primarily through jersey
resale from popular players. International licensing allows franchises to grow
within the Middle East. Al-Hilal and Al-Nassr have licensing agreements for the
Middle East (North Africa and Southeast Asia) and the product variety (colored
national jerseys and Arabic branded items), indicating that they are positive
about the region.
Women’s Football and Inclusive Growth
The investment in a women's team can have a positive impact on a
company's brand. For example, the Saudi Women's Premier League had attendance
grow by 300% from 2023 to 2025; and, for the first time since its inception, it
was able to attract fans that were never reached before by the parent club (Al
Hilal) through the success of the 2025 Champion, Al Hilal Women.
Similarly, Egypt and the UAE will be experiencing the same
results, as both countries have established women's leagues with the same
resources and level of support as their male counterparts. This is aligned with
National Sports Strategies that aim to develop gender balanced sports and
establish equitable opportunities in branding to improve the designation of
each club in the global inclusivity rankings.
The Growth of Media and Broadcasting Rights
Domestic and regional rights to sports leagues are increasing in
value as a result of the emergence of sports-specific media outlets and
streaming services. In February 2018, beIN Sports and the Saudi Sports Company
(SSC), the two parties responsible for broadcasting the Saudi Pro League,
reached an agreement on domestic television rights to the Saudi Pro League,
committing to pay $1.8 billion dollars ($360 million per year for 5 years) for
the right to broadcast games throughout the Middle East and North Africa.
In addition to paying for television rights, beIN also agreed to
pay for streaming rights, providing both live and delayed access to all Saudi
Pro League matches to millions of consumers across the region. The SSC will use
the money from the television and streaming deal with beIN Sports to purchase
new players for the teams, improve the infrastructure at each of the stadiums,
and provide a streaming service to viewers throughout the MENA region.
Both ON Tim Sports in Egypt and Abu Dhabi Sports in the United
Arab Emirates have used the same model that the Saudi Sports Company has used.
This model has allowed smaller clubs to secure long-term broadcasting
agreements.
These broadcasting deals help clubs develop a larger fan base, while also creating opportunities for clubs to establish relationships with commercial partners.
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