Connecting Worlds: Unlocking Global Sports for MENA Audiences

In today’s rapidly evolving world of sports media, The PRO Company stands at the forefront of connecting the Middle East and North Africa to the excitement of live global sporting events. Through a unique approach rooted in partnership and market insight, we have become a central enabler for international rightsholders and MENA broadcasters alike—opening doors for content that was once out of reach for many, and enriching the experience for millions of fans across the region.

Our approach is twofold. On one side, we have helped open the MENA market to a greater diversity of international sports than ever before—by enabling a broader range of broadcasters and platforms to access premium global sports content, rather than it being limited solely to a small handful of traditional major channels. Early milestones, like bringing the first European football league, Sweden’s Allsvenskan, to regional screens, set a new model: one where sports networks, OTT platforms, and free-to-air channels across the Arab world can now deliver everything from European club friendlies and the Emirates Cup, to the US Open Cup, Champions Tour, Real Madrid TV, and select global games.

Over the past several years, The PRO Company has successfully delivered more than 5,000 hours of live and premium sports content, working with over 50 rightsholders and distributing coverage of around 100 major events to more than 35 broadcasters and platforms worldwide. These achievements reflect the scale and trust we have built—growing from landmark introductions to a day-to-day role in powering the region’s sports media ecosystem.

Our story stretches from Brazil to Egypt, Sweden to Thailand, Iraq to England, and Germany to the Middle East—unifying continents through shared sporting moments. We have enabled Record TV in Brazil to showcase top African football by exporting the Egyptian League, brought Sweden’s Allsvenskan to MENA audiences back in 2022, delivered the AFC competitions in Thailand and beyond, helped take Iraq’s Stars League to wider platforms, and  consulting on Bundesliga’s MENA strategy—all while connecting the best of European and global tournaments like the Emirates Cup and the US Open Cup to regional viewers.

But our impact is not only about importing world-class sport. We are equally committed to expanding the reach of MENA’s top leagues and competitions into new international markets. Notably, our work with the Egyptian Premier League has set new standards for African and Arab sport abroad, while deals for regional club and national competitions have ensured that local stories and talent find space on the global stage.

At every step, The PRO Company works hand-in-hand with both rightsholders and broadcasters: tailoring distribution strategies, managing technical delivery, localizing content, and supporting innovative presentation to engage fans and maximize value. Our collaborations span government networks, private and pan-regional platforms, and digital-first broadcasters—removing barriers and democratizing access so that international sports rights are no longer reserved for just a few.

Whether helping a rights owner reach new audiences, facilitating the next major live event on local screens, or guiding a regional league’s international expansion, our commitment remains the same: creating value for every partner, and ensuring that fans—wherever they are—can be part of the global game.

With more than 5,000 hours of content delivered, partnerships with over 50 rightsholders, and a footprint across 35+ takers worldwide, The PRO Company continues to foster a connected sports ecosystem—enriching every matchday and bridging worlds through the power of live sport.