The Saudi Pro League has rolled out a digital initiative that could reshape how top players profit beyond their contracts. Called “Share and Earn,” the program lets marquee athletes and approved content creators distribute direct links to live matches or full game packages through their own social channels. Every time a fan clicks and subscribes, the player or creator pockets a cut of the revenue.
For Cristiano Ronaldo, the timing couldn't be better. The Al Nassr forward commands a global following that surpasses one billion across Instagram, X, Facebook, and other platforms. That kind of reach gives him an unmatched ability to drive traffic to the league's streaming service—and to turn that traffic into a new income stream that has nothing to do with his on-pitch salary.
A new playbook for sports broadcasting
The model isn't entirely new. The German Bundesliga has experimented with similar creator-driven distribution, and now the Saudi league is adopting it on a larger scale. Under the program, participating players and digital partners can host live streams and on-demand content directly within their own digital ecosystems, effectively turning them into broadcasters.
Saudi Pro League CEO Omar Mugharbel framed the move as a response to how younger fans consume sports today. Instead of tuning into traditional networks, they follow trusted creators and athlete personalities. By decentralizing media rights and offering real financial equity, the league hopes to accelerate its international growth across 16 key markets, including the United Kingdom, Canada, New Zealand, and several Scandinavian countries.
For Ronaldo, this is another chapter in a career defined by commercial savvy. He's already one of the highest-paid athletes in the world, but this venture lets him monetize his digital footprint in a way that few others can match. It also arrives as he approaches the twilight of his playing days—he's hinted that this season could be his last—making this a natural bridge to a post-playing career in the creator economy.
The Portuguese star joined Al Nassr in 2022, and he's still chasing the remarkable milestone of 1,000 career goals. While that pursuit continues on the pitch, his off-pitch ventures are expanding. The “Share and Earn” program is a clear sign that the Saudi league wants to position itself as a modern, digitally-forward competition, and Ronaldo is at the center of that strategy.
For Latino fans who follow Ronaldo's every move—whether in Buenos Aires, Bogotá, or Los Angeles—this development underscores how the global football landscape is shifting. The lines between athlete, influencer, and broadcaster are blurring, and Ronaldo is once again leading the charge.
As the league rolls out the program across its target territories, it will be interesting to see how other stars, like Messi and Ronaldo's rivalry, adapt. For now, Ronaldo's billion-plus followers give him a head start that's hard to beat.
