KUALA LUMPUR – The Asian Football Confederation (AFC) praises the Saudi Pro League (SPL) as the catalyst that helped raise the standards of Asian football in recent years.
AFC’s response came following a significant increase in global viewership for Asian football tournaments such as the Asian Champions League Elite (ACLE).
It was reported that broadcast viewership for the AFC's club competition grew from 80 million to 190 million per year since SPL clubs began investing heavily in their league and making high-profile superstar signings over the past couple of years.
Statistics also show that the majority of ACLE viewership comes from audiences in Asia, Europe and South America, with data indicating that many are tuning in to watch their favourite players, such as Cristiano Ronaldo (Al-Nassr), Roberto Firmino (Al-Ahli), and Karim Benzema (Al-Ittihad) in action.
With the strong emergence of the SPL, it was also reported that Qatari-based sports channel beIN Sports, which previously held broadcasting rights for the UEFA Champions League in countries such as the United States, Canada, Turkey, Australia, and New Zealand, has now shifted its focus to televising SPL and ACLE matches.
In an exclusive interview with Scoop, AFC secretary-general Datuk Seri Windsor Paul John said that the SPL’s high-investment model is now being adopted by several football leagues across Asia, with many corporate figures pushing their investments twithin the continent rather than in Europe to elevate the standards of Asian football.
For the record, Singaporean billionaire Forrest Li – founder of Shopee and current president of the Football Association of Singapore (FAS) – has a history of investing heavily in rebranding the Singapore Premier League.
This has led to Singaporean club Lion City Sailors making their debut in this season’s ACLE.
“The emergence of star players in the SPL hasn’t necessarily made Saudi clubs dominant in terms of winning the ACLE, but it has certainly elevated Asian football as a whole.
“There is now far greater focus on Asian football. The ACLE has become significantly more important, and more Asians are watching Asian football over European leagues – thanks largely to the high-profile stars now playing in the SPL.
“We’re also seeing increased interest from investors. Many Asian corporate businessmen are now putting their money into Asian football, driven by the exposure the SPL has generated in recent years. This is undoubtedly good news for football across the continent.
“Asian football is no longer just a regional product – it’s now being broadcast internationally, gaining global traction like never before,” said Windsor, when met at the AFC headquarters in Bukit Jalil.
At the same time, Windsor also commended the SPL’s collaboration with the Saudi Arabian Football Federation (SAFF) in establishing domestic clubs in the country's commercially planned megacity, Neom.
Neom, currently under construction in the Tabuk Province in north-west Saudi Arabia, is intended to be a major technology and sports hub, with some sections expected to be completed by 2030.
“Neom is not one of the cities selected to host the 2027 Asian Cup, but perhaps in future editions – or even a World Cup – it could be considered as a potential host city.
“I’m also pleased with the fact that, thanks to the SPL’s cooperation with SAFF, many domestic football clubs are now emerging in the area.
“This is yet another high-profile investment by the SPL and SAFF, and I wouldn’t be surprised if these clubs also go on to achieve success, attract top players, compete in the ACLE, and further raise the standard of Asian football in the coming years,” Windsor added.
Aside from football and being a partner of the AFC, Neom is also a commercial partner of the Formula E and Extreme E motor racing team McLaren, as well as the Rajasthan Royals of Indian cricket’s IPL. – May 8, 2025
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