As the Saudi Pro League kicks off its new season, Cristiano Ronaldo remains its undisputed global ambassador, drawing massive crowds and fueling the league’s meteoric rise. On August 19, over 30,000 fans packed Hong Kong Stadium to watch Ronaldo’s Al-Nassr defeat Al-Ittihad 2-1 in the Saudi Super Cup semifinal, showcasing his magnetic pull. “The match had an electric buzz; every Ronaldo touch sparked excitement,” said Hong Kong fan Chris KL Lau, highlighting the Portuguese star’s enduring appeal. The next day, fans from China, Saudi Arabia, and the Asia-Pacific mobbed Ronaldo at his official museum in Hong Kong, underscoring his role in the league’s marketing strategy.
Since joining Al-Nassr in December 2022 after a high-profile exit from Manchester United, Ronaldo has transformed the Saudi Pro League into a magnet for global talent, with stars like Karim Benzema, Neymar, and Riyad Mahrez following suit. The league’s ‘Big Four’—Al-Nassr, Al-Ittihad, Al-Hilal, and Al-Ahli—backed by Saudi Arabia’s Public Investment Fund since 2023, boast budgets matching their ambitions. The season began Thursday with three matches, and Ronaldo’s Al-Nassr faces Al-Taawoun on Friday, with all eyes on the five-time Ballon d’Or winner. However, a subsequent match between Al-Ahli and Al-Qadsiah in Hong Kong drew only 5,000-6,000 fans despite reported figures of 16,000, revealing Ronaldo’s singular draw. “Fans paid big for Ronaldo but skipped other games, leaving empty seats,” Lau noted.
The league’s global footprint is expanding rapidly. Wael Al Fayez, the league’s chief commercial officer, reported that last season’s broadcasts reached 180 countries, up from 150, with sponsorship deals surging 200% and social media engagement jumping 60%, from 11 million to 15 million followers. Chief operations officer Carlo Nohra added that Ronaldo’s arrival boosted broadcast revenue by 650%, with games now shown in 140 countries. Playing matches abroad, like in Hong Kong, has amplified media coverage, making the league unavoidable in global sports conversations. Yet, Simon Chadwick, a professor at Emlyon Business School, cautioned that while Ronaldo has raised awareness, “it’s questionable how much fans know about Al-Nassr or the league itself,” urging deeper fan engagement for sustainability.
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The league’s ambitions extend beyond Ronaldo’s star power. Saudi clubs aim to dominate Asian football, with three of last season’s Asian Champions League semifinalists hailing from Saudi Arabia and Al-Ahli claiming the title. At the Club World Cup in August, Al-Hilal stunned Manchester City 4-3, signaling the league’s growing competitiveness. “There’s no clear Asian club leader, so why not a Saudi team?” Chadwick said, noting that building a global fanbase like European giants Real Madrid or Liverpool will take decades. Instead, Saudi clubs must offer unique narratives to attract fans. Al-Fayez is optimistic: “The Saudi Pro League is on its way to becoming football’s home outside Europe, with undeniable momentum.”
Ronaldo’s impact transcends the pitch. His €200 million contract with Al-Nassr, reportedly earning him £3 million weekly, has not only drawn top players but also boosted tourism and investment, aligning with Saudi Arabia’s Vision 2030. SPL CEO Omar Mugharbel praised Ronaldo for accelerating the league’s transformation, opening doors for talents like Sadio Mané and N’Golo Kanté. With Ronaldo’s contract set to expire in summer 2025, Al-Nassr is negotiating an extension to leverage his global appeal for the 2025 TV rights cycle, ensuring the league’s continued growth. As the Saudi Pro League aims for global prominence, Ronaldo remains its cornerstone, blending football excellence with marketing magic.
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