###The agreement commits O’Sullivan to play in all World Snooker Tour events in Saudi Arabia until 2029 and makes him an ambassador for the Kingdom’s General Entertainment Authority.
Ronnie O’Sullivan, widely regarded as the greatest snooker player of all time, has never been far from headlines, but his latest move marks a defining moment in both his career and the sport itself. The seven-time world champion has signed the most lucrative player sponsorship deal in snooker history with Saudi Arabia—an agreement that not only elevates his global profile but also signals a major shift in the way the sport is financed and promoted. The deal, worth several millions, represents Saudi Arabia’s growing influence across a range of international sports and underscores O’Sullivan’s unmatched marketability even in the later stages of his career.
A new Netflix documentary explores the story behind this historic partnership, revealing how promoter Eddie Hearn played a decisive role in negotiating the groundbreaking agreement. According to the film, Eddie stepped in at a time when O’Sullivan’s relationship with his father, legendary promoter Barry Hearn, had reached a long-standing stalemate. The documentary details years of professional tension between Ronnie and Barry—differences in personality, approach, and expectations that had prevented them from working closely together. While Barry is known for his structured, business-driven approach, Ronnie has always occupied a more unpredictable, artist-like space in the sport, sometimes clashing with the rigid demands of commercial management.
Eddie Hearn, who has successfully built global sporting narratives in boxing, darts, and beyond, emerges in the documentary as the bridge between Ronnie and an evolving snooker landscape. His modern, athlete-focused style allowed him to understand what O’Sullivan needed to feel comfortable with a major sponsorship deal, while still creating a compelling commercial package attractive to Saudi partners. By rebuilding trust and communication, Eddie effectively cleared the path for Ronnie to take advantage of an opportunity that once seemed impossible.
The documentary paints a picture not only of business negotiations but of personal reconciliation. Eddie’s involvement helped thaw lingering frost between Ronnie and Barry, allowing both sides to acknowledge past frustrations and move forward with mutual respect. Although they may not always agree, the film suggests that the two now share a deeper understanding of each other’s perspectives. The groundbreaking Saudi deal becomes symbolic of this turning point—an achievement that neither could have reached alone, yet both can claim as part of snooker history.
Beyond the personal drama, the documentary raises important questions about the future of snooker as Saudi investment continues to grow. For some, the partnership represents a much-needed injection of money and ambition into a sport that has long struggled to modernize. For others, it prompts discussions about the political and ethical implications of accepting such funding. Yet, whatever debates unfold, one fact is clear: Ronnie O’Sullivan remains at the centre of the sport’s biggest moments.
With this record-breaking deal and a revealing documentary that brings fans closer to the complex personalities behind the scenes, O’Sullivan’s legacy enters a new chapter—one defined not just by genius on the table, but by his influence on snooker’s global future.
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