RONNIE O’SULLIVAN’s three-year ambassadorial pact with Saudi Arabia is believed to be the most lucrative player sponsorship deal in snooker history.
And the origins of how it all happened have been revealed for the first time – as the Rocket ended years of tension between him and ex-manager Barry Hearn.
Courtesy of NetflixA Netflix documentary has given an insight into how Ronnie O’Sullivan signed the most lucrative deal in snooker history[/caption]
PAThe agreement states that O’Sullivan will play in all WST events in Saudi Arabia[/caption]
A new Netflix series – Matchroom: The Greatest Showmen – shows how businessman Eddie Hearn played a key role in securing the multi-million pound deal for the seven-time world champion.
A contract was signed in London on April 16, 2024 – O’Sullivan posed for photos with Saudi politician Turki Al-Sheikh and the two Hearns – which ended any speculation of retirement.
The agreement “guarantees that O’Sullivan will play in all World Snooker Tour (WST) events in Saudi Arabia and will also make special trips to the Kingdom to coach and foster aspiring talent”.
Signing on the bottom line that day resolved a long-time conflict that had festered between O’Sullivan, Hearn Snr and World Snooker Tour.
Before the inaugural World Masters of Snooker in Riyadh in March 2024 – which introduced a 20-point Gold Ball to make a 167 break achievable – O’Sullivan had constantly slagged off the conditions on the WST circuit.
In chats with SunSport, the sport’s greatest cueist had claimed the standard of top UK events and choice of venues reminded him of “car boot sales”.
In October 2023, he was subject to disciplinary action when he alleged baize bosses “almost” committed blackmail as they clashed with stars over planned appearances in big-money China exhibitions.
Though Barry Hearn acted like a “father figure” when O’Sullivan’s dad was locked up for murder in 1992, their relationship cooled when he began running the sport.
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O’Sullivan, 49, said: “Barry’s done a lot of good things for me. Fought my corner to get me to turn pro. Managed me when I was young.
“Then, obviously Barry’s gone from player-management to promoter.
“And if I was a naughty boy, they were just trying to keep me in my place. So I phoned Barry up. I said: ‘We’re done.’”
Hearn, 77, said: “Geniuses aren’t normal people. And he can be the biggest pain in the neck you’ve ever seen.
“He’s had to cope with a huge amount, his father going to prison. I was in some ways a little bit of a father figure to him when his dad wasn’t there.
“So, my relationship with Ronnie O’Sullivan is a chapter of a whole book.”
Speaking to his son at Matchroom Sport HQ before the Saudi event started, Hearn Snr said: “Look, Ronnie’s always been so important to us.
“But if you can get him involved with Saudi operations, it’d be brilliant.
“Because when he’s happy, he’s the best in the world. Not just on the table, but off the table.
“But when he’s miserable, he’s a pain in the arse. So if anyone can sort that out, you’re the man.”
Eddie Hearn, who became company chairman in 2021, said: “The relationship between Ronnie and my old man’s not great.
“I’m hoping that I can maybe build some bridges.
“I work in boxing, so I know how to handle ego. But Ronnie O’Sullivan, certain things will get him ratty. He’s the greatest snooker player to ever play the game.
“My dad will always stand his ground. But I ain’t getting involved in all these politics. I’m here to make money. And we really need Ronnie.”
O’Sullivan – who won the £250,000 title in the Middle East – bonded with Eddie, 46, over memories of nights out at infamous Essex nightclubs, Faces and Sugar Hut.
Eddie said: “It’s funny now, because you used to go out a lot. Heavy. So did I.”
O’Sullivan, who has battled drink and drug addiction, said: “Heavy? That’s an understatement…”
Eddie said: “But now as you get older, it’s funny how you switch. These (Saudi) guys could be huge in snooker.
“This tournament, the 167, is a big deal for us. And it could be a big deal for you. I’m here to make you happy.”
O’Sullivan responded: “I know you are. I know you are.”
Once influential Turki Al-Sheikh gave it the green light, the mega-money deal was done, and the next month, the ink was dry on the biggest contract of O’Sullivan’s life.
It saw the opening of a new snooker academy in Riyadh and he has since moved his life from Essex to Dubai.
Conveniently, the disciplinary action that had been hanging over O’Sullivan appears to have disappeared and these days he tends not to raise too many criticisms.
Eddie Hearn said: “I said to him, you’re an asset to snooker, you’re an asset to the tour. You need to be rewarded. I’m going to get you a big deal here.”
O’Sullivan, who wears a ‘Riyadh Season’ patch, said: “I just think Eddie just sees it as the bigger picture.
“I think Barry is very stuck in what was okay back in the 1980s and 90s. Eddie’s the more up-to-date version if you like.”
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