Edinburgh startup powers new global distribution model for Saudi Pro League

Scottish firm Recast, led by founder Andy Meikle, has rolled out technology that expands the Saudi Pro League’s reach beyond conventional broadcast deals. The system lets approved players, clubs, creators and third-party publishers distribute live matches on their own digital channels, while the league maintains control over rights and revenue sharing. Operating now in 16 international markets such as the United Kingdom and Ireland, the platform also offers direct-to-consumer options in chosen territories.

Meikle highlighted the shift from influencer promotion to direct content distribution, noting that the league can turn its stakeholders into a coordinated global network. Omar Mugharbel, chief executive of the Saudi Pro League, said the approach reflects how fans increasingly discover sport through digital platforms and trusted creators. The initiative adds a parallel layer to existing broadcast arrangements rather than replacing them.