By Jacob Ajom

Lagos, December 29, 2025 — SportyTV has partnered with the Saudi Pro League and William Troost-Ekong, former captain of Nigeria’s Super Eagles and current captain and defender of Al Kholood Club, to deliver a groundbreaking live football experience aimed at transforming how fans engage with the game.

Under the partnership, SportyTV will live-stream the Roshn Saudi League fixture between Al Kholood and Al Hilal on December 31 at 5:30 p.m. GMT, in what is being described as a landmark moment in global football broadcasting. For the first time, an active professional footballer will live-stream a match in which he is directly involved, offering fans unprecedented access to the action on and off the pitch.

The match will be broadcast simultaneously on SportyTV’s linear television channel, its official YouTube channel, and William Troost-Ekong’s personal YouTube channel, combining traditional broadcast coverage with player-driven storytelling. Ahead of kick-off, Troost-Ekong will also go live on both platforms to share his matchday preparation, giving viewers rare insight into the mindset and routines of a top-flight footballer.

Speaking on the initiative, Troost-Ekong said the project was designed to deepen fan connection with the sport.

“This is about bringing fans closer to the beauty of football. They don’t usually get to see how players think and prepare on matchday. Streaming this match with SportyTV is a way to open that door and let supporters experience the game from a much more personal perspective,” he said.

Also commenting, Elias Gallego, Vice President for Business Development, Marketing and Media at Sporty Group, said the collaboration reflects a broader evolution in sports media.

“The future of sports and entertainment sits at the intersection of broadcast, creators and community. By working directly with players like William, we’re exploring new models that recognise athletes as creators and fans as active participants, not passive viewers,” Gallego said.

SportyTV currently holds the exclusive free-to-air broadcast rights to the Roshn Saudi League, King’s Cup and Saudi Super Cup from the 2025/26 to 2028/29 seasons. The initiative, the company said, represents a strategic move towards more open, creator-led and fan-centric distribution models.

By combining official broadcast rights with direct player participation, SportyTV and Troost-Ekong are testing a new approach to modern sports media, reflecting the growing influence of the creator economy in shaping the future of live sports, entertainment and fan engagement.

The Al Kholood vs Al Hilal match will stream live on December 31 at 5:30 p.m. GMT on SportyTV’s YouTube channel and William Troost-Ekong’s personal YouTube channel for audiences in Nigeria, Ghana, Kenya, South Africa, the United Kingdom and Ireland.