The Saudi Pro League (SPL) has taken its partnership with TikTok to the next level, live-streaming the Al-Hilal vs. Al-Wehda match exclusively for fans in Brazil.

• This pilot, part of their broader collaboration for the 2024/25 season, could pave the way for TikTok to expand its live-streaming of the league into more markets.

• Why Brazil? The choice was strategic—Brazil is home to the third-largest TikTok user base (105M+ users), boasts 22 Brazilian players in the SPL, and has a flexible broadcasting landscape that allows for innovative distribution methods.

• This move builds on TikTok’s existing SPL partnership, which already includes behind-the-scenes content, exclusive player interviews, and other digital rights.

• Meanwhile, Saudi Arabia itself remains TikTok’s strongest market, with 133.7% penetration among users aged 18+.

Why It Matters:

Early results from the trial suggest strong engagement, reinforcing TikTok’s growing ambitions in live sports streaming as it pushes into longer-form content. It’s also yet another example of sports rightsholders meeting fans where they are, rather than expecting audiences to adapt to traditional broadcast models. If successful, we could see more leagues following suit—reshaping sports media consumption in the process.