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Saudi Sports Company picks up MENA rights for Portuguese League Cup

State-owned media group beefs out soccer rights portfolio.

4 January 2023 Josh Sim

Getty Images

Saudi Sports Company (SSC) has agreed a deal for the exclusive broadcast rights to the Portuguese League Cup across the Middle East and North Africa (MENA).

The deal for the domestic club soccer tournament, which is known as the Allianz Cup for sponsorship reasons, covers the 2022/23 season and was arranged by For Media Sports Management, which acts as Liga Portugal’s exclusive media advisor.

“We are very happy to have such an important media partner in the Middle East and North African region as Saudi Sports Company,” said Tiago Madureira, executive director of Liga Portugal.

“The agreement supports the league’s goal in gaining wider international exposure for Portuguese football and the Allianz Cup.”

Christian Peer of SSC added: “We are delighted to announce we will be broadcasting the Allianz Cup exclusively across MENA, Liga Portugal are a valuable partner.

“We’ve already been showing the Portuguese League on SSC this season, and adding the Cup strengthens our partnership.”

This is the latest acquisition for Saudi Arabian state-controlled media group SSC, adding to a soccer rights portfolio that includes Spain’s Copa del Rey, the Brazilian Serie A, as well as all Asian Football Confederation (AFC) international and club competitions.

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