Cristiano Ronaldo Can Cash In Under New Saudi Pro League Streaming Model

The Saudi Pro League is rolling out a new “Share and Earn” initiative that allows players, clubs, and content creators to earn revenue by promoting live streams of matches, giving high-profile stars like Cristiano Ronaldo a potential avenue to supplement his £170 million salary.

Under the program, participants can share links to individual matches or bundles of games across their social media platforms, receiving a share of the revenue generated from each click. Users who click those links are directed to a league-owned streaming platform, while selected publishers can also host official live and on-demand content directly on their own pages with league approval.

Global Reach and Digital Strategy

The initiative forms a core part of the league’s strategy to expand its international audience by leveraging the creator economy. Saudi Pro League CEO Omar Mugharbel noted that the ways fans consume sport are shifting rapidly toward digital platforms and trusted creators.

For generations, sports distribution has largely been a relationship between rights holders and broadcasters, Mugharbel said. Developments in technology and the growth of the creator economy give us an opportunity to add another dimension to that relationship – one in which a broader network of partners can help connect our football with fans and participate in that growth.

Omar Mugharbel, Saudi Pro League

The United Kingdom and Ireland are among 16 territories where the shared content will be viewable, alongside Sweden, Norway, Denmark, Finland, Iceland, Canada, New Zealand, Serbia, South Korea, Malta, Bosnia and Herzegovina, Montenegro, Cyprus, and Greece.

Precedents in European Football

The Saudi Pro League’s model mirrors distribution strategies used by the Bundesliga in Europe. The German league has shown select games as watchalongs on podcasts hosted by Jamie Vardy and Manchester United content creator Mark Goldbridge.

By adopting a similar approach, the Saudi Pro League aims to democratize access while giving clubs, players, and approved partners a direct stake in reaching new markets.

By democratising both access and distribution, we can bring live RSL football closer to international fans while giving approved content creators, our clubs and players, and other distribution partners a genuine stake in helping us reach new audiences, Mugharbel added.

Financial Implications for Ronaldo

For Cristiano Ronaldo, who boasts more than one billion followers across his social media platforms, the initiative offers a lucrative side-hustle. The Portuguese forward, who signed with Al Nassr in 2022, already holds a financial stake in the club through a minority shareholding acquired during a contract renewal last year.

While Ronaldo has indicated that the current season may be his final campaign before retirement, the new streaming model gives him and other league stars an immediate mechanism to monetize their vast digital followings as the league continues its international expansion.