STC to sponsor broadcast of Saudi Professional League on MBC

The newly launched MBC Pro Sports network has signed a megadeal with Saudi telco STC to sponsor the televised broadcast of the Saudi Professional League.

The deal, signed in a ceremony at MBC’s headquarters in Dubai, also sees STC gain digital rights to live stream the tournament, also known as the “Abdul Latif Jameel League.”

Live streaming of the League is expected to attract younger audiences in the Kingdom to use the services.

MBC Chairman Sheikh Waleed Al-Ibrahim and STC Chairman Abdulaziz Al-Sugair were present at the signing.

“With the signing of this deal, Saudi football enthusiasts across the world will be able to follow the matches,” Sugair said.

Sugair also described the deal between MBC and STC as a “natural expansion” for both parties.

For his part, Sheikh Waleed stressed the importance of “taking the processes of transmitting, broadcasting, covering and analysing football to a new era.”

Sheikh Waleed said the partnership with STC, a telecoms and IT leader, stresses the importance of providing all means for the audience to receive the best experience in football coverage through the use of the latest applications and the best media and telecoms practices.

STC provides integrated mobile, fixed and broadband communications services to over 160 million customers globally.

Last August, MBC Group launched the four MBC Pro Sports channels on the back of a landmark $960 million deal which secured rights to the Saudi football league matches.

MBC Pro Sports launched with the slogan: “A new home for Saudi football.”

The channels are dedicated to broadcasting Saudi Premier League matches and other football tournaments in the Kingdom, targeting viewers in Saudi Arabia and the wider region.

Following the launch, Sheikh Waleed announced MBC Pro Sports is also planning to rope in European football broadcast rights.