From Formula 1 to Saudi Pro League — how Sunil Patel is capturing the region's biggest sporting moments

Arab News

14-04-2025

LONDON: On December 31, 2022, just days after the World Cup ended in Qatar, Cristiano Ronaldo stunned the footballing world by joining Saudi Pro League and Riyadh giants Al-Nassr.
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What had seemed to be only rumor was now reality, and it kick-started a football revolution that continues to reverberate around the Kingdom and the world.
The recent Netflix documentary series, 'Saudi Pro League: Kickoff,' gave a glimpse into Saudi football in the same way 'Formula 1: Drive to Survive' has into the echelons of top-tier motorsport.
Sunil Patel, co-founder and CEO of Whisper, the production house behind the show, recognizes this was a critical milestone for his company.
'We had built a relationship with the [Saudi] Ministry of Sport, and they wanted us to capture the essence of the SPL,' he explains.
However, when Whisper approached Netflix with the idea, there was initial skepticism: 'Netflix didn't believe we had the access to the SPL that we claimed.'
To allay any doubts, Whisper invited Netflix executives to their offices.
'We played them the tape of everything we'd shot, and they were blown away,' Patel recalled. This pivotal moment led to Netflix taking ownership of the project, marking the first significant access point in Saudi Arabia for the streaming giant.
'It was a watershed moment for us,' added Patel.
The resulting production struck a balance between the excitement of football and the broader narrative surrounding the SPL's growth, incorporating critical discussions on infrastructure and the region's evolving football landscape.
The program, however, was not an overnight success. Nor was it a case of jumping on the bandwagon of one of the world's biggest sports stories. As with the Saudi Pro League itself, years of hard work had gone into getting Whisper to the that point.
The company was born out of Sunil's experiences within the BBC, particularly during his time covering Formula 1.
'I joined the BBC in 2003, and in late 2008 we had secured the rights to Formula 1,' Patel told Arab News during an interview in his London office.
At the time, the BBC football department was a powerhouse and the idea of covering a sport as complex as F1 was daunting. Sunil vividly remembers a management meeting where he advocated for the internal production of F1 content instead of outsourcing it to the Top Gear team, as existed at the time.
His bold suggestion was welcomed and led to a shift in strategy, bringing in experienced personnel and transitioning him from football to F1.
'From that moment, they went out and got a really experienced executive in, Mark Wilkin, and he ran the Formula 1. And then I moved from football to Formula 1 to launch it,' he said.
It proved a turning point for Patel. He took on the role of creative lead, collaborating with a talented team that included presenters like Jake Humphrey and David Coulthard, who had recently retired from racing with the Red Bull team.
Patel's experience allowed him to cultivate relationships with various stakeholders in the F1 ecosystem — drivers, teams, and sponsors. This set the stage for Whisper's emergence in sports media.
In 2010, after two years in F1 production, Patel made a pivotal decision and left the BBC to start Whisper with Humphrey.
'I had no experience of running a business, nor did Jake. We had no name, no money,' he said. However, the duo was driven by a shared vision and an understanding of the unique storytelling opportunities in sport.
The partnership quickly proved to be a winning combination. Humphrey's rapport with drivers and team principals, coupled with Patel's content delivery expertise, laid a solid foundation for their new venture. They became known for producing compelling content that resonated with audiences and stakeholders alike.
'Then David [Coulthard], who was in the meetings that we were having generally, and he was around the team, said, 'Well, why didn't you ask me to be part of the company?',' Patel recalled.
Once on board, Coulthard played a crucial role. His insights into the industry and dedication to high standards significantly influenced Patel's approach to production.
'David instilled all of the fundamental principles that we still operate in our business, like attention to detail, marginal gains and feedback,' Patel explained.
He acknowledges his experiences in F1 set a high bar for expectations: 'Working with David took me to another level.'
This shift in mindset helped the company establish a strong reputation. For the next few years, Whisper capitalized on the relationships built during Sunil's time in F1. They became the in-house production partners for several key teams and sponsors, including Red Bull Racing and Williams.
While early focus was primarily on Formula 1, Patel and his team quickly recognized the need to diversify.
To fuel growth, they sought strategic investments and partnerships. Collaborating with Channel 4 allowed Whisper to pitch for larger projects, including live sports coverage.
'Winning the production contract for Formula 1 on Channel 4 was a game-changer for us,' said Patel. 'From a business of a handful of people, we suddenly had 20, 30 people in the office.'
The influx of work necessitated moving offices and enhancing their operational capacity.
As they ventured into new sports, including the NFL, women's football and Paralympic sports, Whisper's portfolio expanded significantly. Partnership with Sony further opened doors, enabling them to diversify into entertainment programming including quiz shows and documentaries. An office in Cardiff was launched.
Whisper's ambition did not stop at the UK market, however. Recognizing the potential for global growth, the company began exploring opportunities beyond Europe. The COVID-19 pandemic allowed the company to expand into new territories, including New Zealand and Saudi Arabia.
'During COVID, an opportunity came up to open an office in Auckland, [leveraging] our cricket productions,' Patel said.
The expansion marked the beginning of Whisper's international journey. The entry into the Saudi market was a significant milestone.
'We were involved in the Race of Champions [2018], which was a critical moment for us,' recalled Patel. 'We found a place that was challenging yet ripe for storytelling and creativity. I think people wanted to work with us because of our creativity, our storytelling, our product was really strong.'
This reputation facilitated strong relationships, allowing Whisper to thrive.
'I think what's really interesting is, ever since we started working in Saudi, one project has always led to another,' said Patel.
'So whether it was Race of Champions giving us that footprint in the region, the pay-per-view boxing, so we did AJ v Usyk, we did Tommy Fury versus Jake Paul, and those relationships mean that you talk to people, people trust you. From there we ended up working with the Ministry of Sport and talking about a few football projects.'
Reflecting on the reception of the Netflix show, Patel acknowledges that while it may not have received extensive global promotion, it served its purpose in the region: 'I think the reaction was good, in the sense that we told a balanced story of the kinds of challenges facing the league and teams, and players moving to the region, in terms of the infrastructure being developed ahead of the 2034 World Cup bid, and that was really interesting.'
It resonated with viewers and stakeholders, underlining Whisper's commitment to quality and authenticity. 'We challenged figures like Ronaldo and the Ministry of Sport,' Patel said.
Looking ahead, he is enthusiastic about the future of Whisper in Saudi Arabia, particularly in light of the country winning the bid for the 2034 World Cup: 'A lot of our focus now is on supporting the Saudi 2034 team and telling the stories that will emerge from this monumental event.'
The build-up to the World Cup will involve significant infrastructural changes and developments in women's and grass roots football, which promise to provide more storytelling opportunities.
Beyond this, Patel identifies various upcoming events that could present new opportunities for Whisper.
'There's the AFC Asian Cup 2027, the 2029 Asian Winter Games, and the Riyadh Expo 2030,' he said, highlighting the importance of a Riyadh office to engage with these developments.
'We want to leverage these landmark moments to showcase the rich culture and evolving landscape of Saudi Arabia,' he concluded.