The top-tier Saudi Pro League (SPL) soccer competition has struck a strategic content partnership with short-form video platform TikTok.

Through a deal unveiled today, TikTok becomes the 18-team league’s digital partner for the remainder of the 2024-25 season, which got underway last month.

TikTok will create a dedicated SPL Exclusive Hub, which the league has claimed will “offer an immersive experience, bringing fans closer to their favorite teams and players.”

Exclusive content from the league will be made available only to viewers on TikTok, such as behind-the-scenes footage and player interviews.

In addition, TikTok creators will receive opportunities including access to training sessions and matchday experiences, as well as content creation features with various players.

This comes as part of the SPL’s wider strategy of growing its profile for a global audience, with the league also looking to bring more overseas broadcast partners on board and attract high-profile international players.

Omar Mugharbel, the Saudi Pro League’s chief executive, said: “The partnership a groundbreaking development for our sector in the region and represents a strategic leap into the future of sports entertainment.”

He has also described the deal as “a digital revolution.”

In late August, the SPL announced a new partnership with events and ticketing platform Webook. Through a three-year partnership, Webook will serve as the league’s official ticketing platform through to the end of 2026-27.

Other prominent partners of the league include title partner Roshn, a real estate developer owned by the Saudi Arabian Public Investment Fund.

In terms of TikTok’s other sporting activity, the site is currently engaged in a partnership covering the ongoing Paris 2024 Paralympic Games.

That deal involves several elements, such as over 400 clips of the action being shared, around 50 TikTok LIVE videos with athletes, daily highlights, and para sport explainers.