Saudi Pro League
Led international communications and advised senior league leadership during a period of major change, global player announcements and intense scrutiny.
The remit.
I led the international communications workstream within a wider agency team, advising league leadership and coordinating engagement across priority football markets.
Global attention.
The work covered communications surrounding major player arrivals, including Cristiano Ronaldo and Karim Benzema, along with engagement with clubs, player representatives and media in Riyadh and Jeddah. We managed substantial international interest and coordinated media familiarisation visits.
The wider story.
A central task was explaining the league’s sporting ambitions beyond player-transfer headlines. I developed approaches for international audiences across the UK, Brazil, Mexico, Spain, Italy, France, China and Hong Kong, balancing high-profile announcements with longer-term positioning.
“This has not been done just to get hype. It’s been done to have a lasting impact.”