Saudi Pro League grants L1VE immersive 3D match rights.
The Saudi Pro League has given immersive media company L1VE exclusive worldwide rights to stream one Roshn Saudi League match per matchweek in stereoscopic 360-degree 3D. The three-season deal starts in February 2027.
The agreement covers the 2026-27, 2027-28 and 2028-29 seasons. Using what L1VE calls Social Presence technology, fans will take virtual seats inside the stadium and watch live alongside friends wherever they are, with an on-demand window after each match. Access will be through the L1VE app on headsets including Meta Quest, Apple Vision Pro and Pico, subject to device compatibility, with tickets sold through the app and L1VE's website. The partners announced the deal on 3 November, and BroadcastPro Middle East reported it on 7 November.
The announcement frames the deal as part of its digital distribution strategy for international fans, alongside existing broadcast and streaming partners. The Roshn Saudi League is already broadcast in more than 180 territories, and its signings, among them Cristiano Ronaldo, Ivan Toney, Sadio Mané and João Félix, have helped draw that audience. L1VE's chief commercial officer, David Morgenbesser, called it the first time a full league season can be watched immersively, week after week.
Prices, the first featured fixture and audience expectations have not been announced. Our read: headset ownership is still limited, so the deal looks more like a test of a new rights category than a mass-reach channel for now.
Our read: for marketers the interesting part is the rights split itself. The league is carving out immersive viewing as a separate product to sell, which creates new inventory for sponsors, from branded virtual seats to in-stadium views that headset viewers see up close. Saudi brands already backing the league will want to know whether their sponsorship rights carry into these 3D streams.
Why it matters
The league is turning immersive viewing into a rights category of its own, potentially opening new sponsor inventory and raising questions about how existing deals extend into virtual stadiums.
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