Inside Saudi Arabia’s £238m ‘Operation Neymar’: Brazil’s No 10 will be the new king of the mega-rich Pro League at Al-Hilal and with a millions set to watch his unveiling online this is their chance for an ‘elite’ showcase

The scramble is on. Frantic calls have already been made. As you read this, the planet is being scoured for its finest creative talent. Producers and directors will be dragged out of their daily lives and into first class seats bound for Riyadh, with no expense spared. Why? Because Neymar is set to become the latest big name to head to the Saudi Pro League – and the unveiling has to be fit for the new king.

The £78m deal to bring the Brazilian from PSG to Al Hilal has been agreed. Mail Sport understands it will see the player earn £130m a year and is likely to be officially announced later today or tomorrow.

But while the ink on the latest mega-contract is not dry, Operation Neymar is already active.

Insiders here say a stadium presentation to an adoring public will be the most likely route shortly after the 31-year-old arrives next week. But while the stands may be packed – 60,000 came to see Karim Benzema and his Ballon d’Or – much of the focus will be placed on the millions set to watch online.

This is not just a signing for Al Hilal, it is a signing for Saudi and, while they are up against the clock, Neymar’s unveiling may also be used to showcase another landmark facility in the capital officials feel the world should know about.

Karim Benzema had a spectacular start to life at Al-Ittihad when this show was put on in Jeddah

The Saudis are no longer strangers to this. There are at least three events companies, including Newcastle United shirt sponsor Sela, who can go at the drop of a hat.

There has already been iconic content. In 2021, a video of Red Bull’s Formula One car roaring through the deserted narrow streets of Jeddah’s old town quickly went viral. Saudi’s youthful population has a hunger for social media that sets it aside from most others. They are the biggest consumers of YouTube content on the planet. Experts who have worked on such events as Olympic and World Cup opening ceremonies are likely to be consulted.

One industry expert based here explained: ‘They are up against the clock but they will leave no stone unturned. There is already a lot of talent here, but they will also fly in the best if they need to and if they can get it done in time. The people in charge, be that the Public Investment Fund or Al Hilal, will get whatever they need. Expect them to spend millions. This will be elite. There will be production, creative directors, show directors, lighting directors. There will be fireworks, drone shows, music – this will be a major project and they will want as many media there as possible to get as much exposure as they can.’

The unveil will only be the start. Already, they will be rushing to print shirts with Neymar’s name on the back. Social media campaigns will be drawn up. 

The cost for fireworks, production talent, and entertainment will rise into the millions, says an industry expert (picture from Karim Benzema’s unveiling

While some may see it as fanciful, the aim of the league itself is to become sustainable. The mission to grab a return on those Riyals has commenced.

Talks will be ongoing with Neymar and his representatives over what he will and will not be obliged to do over the duration of his two-year contract. Similar discussions were held with Cristiano Ronaldo before his switch from Manchester United. The Portuguese’s contract is understood to contain various clauses around image rights and marketing commitments, along with detail on promotional commitments.