SPFL chief executive Neil Doncaster believes this season's Scottish Premiership will hold more global appeal as the Old Firm get set to renew their rivalry.
Rangers are back in the top flight for the first time in four years after their demotion in 2012 following financial difficulties.
Whether they can challenge Celtic for the title at the first time of asking remains to be seen and the Parkhead side are clear favourites to come out on top.
But the mere fact they will compete against each other in league fixtures once again after a hiatus is something Doncaster thinks will draw viewers in.
Speaking to Sky Sports News HQ, he said: "It's massive having the Old Firm derby back. It's the one game which perhaps defines the Ladbrokes Premiership around the world.
"You've also got the likes of Aberdeen and Hearts, who have run Celtic close in recent seasons. We're certainly expecting a real tussle at the top this year.
"I think there's a huge sense of anticipation and excitement looking ahead to the opening round of the Premiership this weekend.
"There's a lot to look forward to. There's clearly the return of real box office with the likes of Brendan Rodgers at Celtic and Joey Barton at Rangers.
"I think there will be a lot of people tuning in around the world, not just the UK. We've got over 100 countries now taking the rights to our games looking forward to the season ahead."
Rangers and Celtic are live on Sky Sports 1 this weekend, with the former hosting Hamilton from noon on Saturday and champions Celtic taking on Hearts at Tynecastle just over 24 hours later.
Doncaster added: "We've had an increase in attendances over the last year looking forward to the return of the Old Firm.
"I'm absolutely sure that attendances and viewer numbers this year will be huge with so much to play for."