February 28 – The Saudi Pro League (SPL) is making another push for international relevance, this time through digital content aimed at younger audiences. Footballco has teamed up with the SPL to launch Yalla SPL, an English-language YouTube show designed to bring the league’s “best goals, moments, and stories” to Gen-Z fans worldwide.
Hosted by the Barra Bruvvas, a London-based football content duo of Middle Eastern heritage, the show follows the high-energy, entertainment-first model of GOAL’s popular Front Three.
It’s no secret that Saudi Arabia has been investing heavily in football, signing some of the sport’s biggest names and now turning its attention to media. With the 2034 World Cup on the (albeit distant) horizon, the country is looking to strengthen its footballing image beyond just big-money transfers. Yalla SPL is the latest step in that effort, hoping to build global interest in the league beyond its star-studded headlines.
The show will be published monthly on GOAL’s YouTube channel, which boasts over 40 million subscribers, with clips shared across Instagram, TikTok, and YouTube Shorts – platforms that generated 335 million video views in December alone. The SPL is clearly targeting the next generation of fans, banking on viral moments and engaging content to create long-term interest.
Footballco’s SVP of the Middle East, Andy Jackson said: “The Saudi Pro League is the fastest growing league globally on GOAL with over 44 million people reading content on the league on GOAL’s website in the last 12 months.
“While we’ve seen great success from our entertainment-first shows like GOAL’s Front Three, which don’t carry match footage, we’re looking forward to using our partnership with the SPL to bring the best on-pitch content to fans as well.”
Mohammed Basrawi, General Manager MARCOM, SPL, added: “The Saudi Pro League continues to grow globally, attracting some of the world’s top football talent and a rapidly expanding international fanbase. Through our partnership with Footballco, Yalla SPL will provide an engaging new way for fans to connect with the league, its players, and its biggest moments.
“This show aligns with our commitment to making the SPL more accessible than ever to audiences worldwide, and we look forward to seeing it bring the excitement of Saudi football to new and existing fans across the globe.”
However, the challenge remains: can the SPL translate its financial muscle into sustainable global appeal? While the league has captured attention with marquee signings, building a deep-rooted football culture that resonates internationally takes time. Stadium attendance, domestic talent development, and competitive balance will all play a role in determining whether this project has lasting success.
There’s no doubt Saudi Arabia’s football ambitions are growing, and efforts like Yalla SPL are part of a broader push to make the league a permanent fixture in the global game. Whether it can achieve that remains to be seen – but the SPL is certainly making sure the world is watching.
Contact the writer of this story, Harry Ewing, at moc.l1740783410labto1740783410ofdlr1740783410owedi1740783410sni@g1740783410niwe.1740783410yrrah1740783410