Destination Saudi: how transfers to the Saudi Professional League impact the image of football player brands

Abstract

Research question: This study examines how and under what circumstances the transfer of football players from top-tier European leagues to the controversial, yet financially lucrative Saudi Professional League (SPL) influences their brand image. Research methods: We employed a mixed-method design across four empirical studies among Western European football fans. First, we analyzed associations with Cristiano Ronaldo before and after his transfer to the SPL as an entry point into the broader topic. Next, we conducted 15 semi-structured interviews and a conjoint experiment to deepen our understanding of the impact of SPL transfers on player image. Finally, we used these insights to design a survey predicting brand image repercussions for six European football players in hypothetical SPL transfer scenarios. Results and findings: While transfers to SPL are generally perceived in a negative light, the specific impact on players’ images differs and requires a case-by-case assessment. Perceptions with respect to four player attributes–Age (Veteran vs. Greenhorn), Legacy (Superstar vs. Potential Star), Globalness (Global Player vs. Local Hero), and Value-Orientation (Wealth-seeker vs. Ethical Leader)–were identified as crucial determinants of brand image outcomes. Implications: This study provides new insights into the nuanced impacts of football player transfers to controversial leagues, highlighting the critical role of individual player characteristics. The findings offer practical implications for athletes, advisers, teams, and sponsors in navigating transfer decisions to optimize brand image outcomes.