PRO is proud to announce the renewal and expansion of its landmark partnership with Sports United, the exclusive global rights holder for the Egyptian Premier League, extending PRO’s role as the league’s global digital rights partner through 2030. The new agreement follows a successful first three-year contract and marks the beginning of a deeper, longer-term collaboration between the two companies.
The signing ceremony was held at the majestic North Coast of Egypt, attended by PRO Company President Yousif Al-Khafajy, PRO Egypt Chairman Qais Al-Dhalai, Sports United Chairman Mohammed Yehia Lotfy, and Egyptian Premier League Chairman Ahmed Diab, in a night that combined a formal contract signing with a celebration of the shared journey between Egypt and the UAE.
Speaking at the ceremony, Al-Khafajy presented the milestones the two companies have achieved together over the past two seasons, most notably during the current campaign, in which PRO has taken the Egyptian Premier League to entirely new stages around the world. Highlights included the launch of Egyptian Premier League coverage in Latin America through Brazil’s largest broadcaster, delivering matches in both Spanish and Portuguese, alongside a wide network of further aggregators, OTT platforms and digital partners on the global level — collectively generating billions of impressions and video views across audiences that had never before been exposed to Egyptian football at this scale.
The extension to 2030 reflects the confidence both partners have in the model that PRO has built for the league: a fully integrated global distribution strategy that combines premium linear windows, digital-first packaging for younger audiences, targeted regional deals in emerging markets, and always-on social and short-form storytelling. Sports United will continue to lead the league’s commercial and rights strategy, with PRO acting as the global distribution engine that carries the competition to every corner of the world.
Beyond the commercial dimension, the ceremony carried a strong symbolic message. This partnership reaffirms the strong ties between Egypt and the United Arab Emirates — home of PRO Company — and positions football as one of the most powerful connectors between the two nations. From the North Coast of Egypt to the studios in Dubai, and from São Paulo to Riyadh, the Egyptian Premier League is now truly a global product, and PRO is honoured to continue carrying it forward through 2030 and beyond.
