SPL showcases plans in inaugural ‘Marcom Day’ workshop with clubs | OneFootball

The Saudi Pro League showcased its marketing, communications and content plans for the remainder of the 2024-25 season in a full-day workshop attended by media and marketing units’ representatives at Roshn Saudi League clubs.

The league’s inaugural ‘Marcom Day’, held at the SPL HQ in Riyadh, marks an important step in the league’s endeavors to increase collaboration with the clubs as it continues its pursuit of becoming one of the top leagues in the world in the next few years.

Welcoming participants to the event, SPL General Manager of Marketing Communications and Content Mohammed Basrawi highlighted the importance of continued cooperation between the league and its member clubs to achieve common goals including increasing stadium attendances, growing commercial revenues and building brand equity.

During the event, the SPL announced the launch of the first-ever “Legends Week”, taking place during matchweeks 16 and 17. The event offers a platform for clubs to celebrate their legends, creating a chance for fans of all ages to connect with the heroes who built their clubs legacy while bridging the gap between the different generations of supporters.

Clubs then engaged in discussions around RSL Fantasy, the interactive game offering fans the opportunity to earn points and compete for prizes worth over SAR 800,000. The game, launched in November 2023 currently has over 400,000 registered users from 50 countries.

Senior Director of Corporate Communications and Public Relations, Omar Batterjee shared details of the SPL’s strategic Corporate Social Responsibility (CSR) initiative for the 2024-25 season, taking place in cooperation with the Ministry of Health with the aim of boosting awareness of blood-donation and its role in the Kingdom, instilling the programme as a core value within the Saudi Arabian football community.

The team then touched on key media related areas, highlighting key updates to the SPL media regulations carried out at the start of the 2024-25 season and delivering interactive sessions on engaging with international media, as well as the value clubs can gain by collecting data using social media listening, market research, brand reputation monitoring and traditional media monitoring.

SPL Content and Digital Strategy units introduced the clubs to the league’s narrative-based approach, positioning the SPL as the world’s most ambitious league, aiming to climb to the top while providing unique storylines that go beyond the 90 minutes.

Content collaboration between clubs, the SPL, players, sponsors and publishers was highlighted as a key driver for growing digital reach and maximizing commercial opportunities and monetization.

With SPL clubs adding over 44 million new social media followers over the past 18 months, international growth and its role in growing clubs’ brands was at the heart of the discussion. The league’s key international markets and a guide on deciding a club’s target market were followed by an analysis of the current landscape supported by case studies from France and Japan.

The workshop concluded with a session on digital experience including fans acquisition and engagement, channel strategy, monetization and DOs and DON’Ts of IP rights in broadcast and digital.

‘Marcom Day’ is the latest in a series of SPL initiatives undertaken since the launch of the SPL transformation strategy in early 2023, aiming to position the league among the world's best. The strategy focuses on nurturing young talent, attracting top international players, improving club governance, and driving competitiveness both on and off the pitch.