Ronaldo Leaves Saudi: Where Does that Leave Saudi Football as a Marketable Product?
Cristiano Ronaldo has officially departed Saudi Arabia. "This chapter is over," he posted on his social media declared, a concise end to a tenure that, from a marketing perspective, was nothing short of a strategic masterclass in brand activation. For 18 months, CR7 put the Saudi Pro League (SPL) – and by extension, Gulf Cooperation Council (GCC) football – on the international map. But my immediate question isn't about his next move; it's about the fundamental marketability of GCC, and specifically Saudi football now that its brightest star has dimmed.
Ronaldo's arrival in January 2023 wasn't just a transfer; it was a brand play. It was a bold, almost unprecedented move for a player of his global appeal, instantly shining a spotlight on a league previously known only to a niche audience. His presence triggered further high-profile signings – Benzema, Neymar, Mahrez – transforming the SPL into a temporary league of stars. The strategic intent, deeply aligned with Vision 2030, was crystal clear: leverage superstar power to rapidly accelerate the growth, commercial appeal, and global perception of Saudi football, positioning the Kingdom as a major player in the global sports entertainment economy.
And for a time, the ROI on awareness was phenomenal:
Social Media Explosion: Al-Nassr's digital presence surged from under 5.2 million followers to over 57.5 million by March 2025, becoming the second most-followed club outside Europe. Ronaldo's move alone generated a higher increase in followers for Al-Nassr than the combined impact of Messi joining Inter Miami and Neymar joining Al-Hilal.
Global Search Dominance: Google search interest in the SPL increased more than 30-fold year-on-year in most countries during the opening month of the 2023/24 season compared to the 2022/23 season. It even occasionally matched or outperformed major European competitions like Serie A and the Bundesliga in several international markets.
Attendance Boost: Ronaldo's presence had a direct impact on match attendance. He alone increased stadium demand by an average of 20% in his home stadium and 15% in stadiums he visited. Overall, the 2023-24 SPL season saw the highest attendance in its history, with a total of 2,496,510 fans and an average attendance of 8,159 per match.
Commercial Uplift: Within just two days of his signing, 2 million Al-Nassr kits were sold, translating to an estimated SAR 240 million (approx. $64 million USD) in shirt revenue. His arrival also coincided with the SPL securing broader international media rights deals, being shown in over 165 countries on 43 global platforms throughout the 2024-25 season.
Talent Magnet: Ronaldo provided instant credibility, helping the SPL nearly triple its average squad market value from under €20 million to €60 million by the end of the 2023 summer transfer window, surpassing leagues like the Austrian and Belgian top flights.
This was a textbook example of using a singular, global icon as a catalyst for brand recognition and initial market penetration.
However, initial awareness is only the first step in the marketing funnel. The more enduring challenge for GCC football has always been the question of long-term sustainability and market appeal. Was the marketability truly organic, or was it overwhelmingly dependent on CR7?
Ronaldo's departure, especially after a trophyless season for Al Nassr, forces a critical re-evaluation of the product lifecycle. The initial novelty factor has worn off. While other significant names remain, none possess the multi-demographic global appeal of Ronaldo. While comprehensive viewership data post-Ronaldo's departure is still to be seen, the trend observed even with his presence was that matchday attendance for non-marquee fixtures still saw significantly lower numbers. The lowest attendance in the 2023-24 season was 117 fans for an Al-Hazem vs. Abha match, illustrating the disparity. This indicates that the mere aggregation of international stars has not fully translated into deep, widespread, and sustained fan engagement or the cultivation of loyal fan bases. The fundamental question becomes: what is the value proposition of GCC football without the singular draw of a CR7?
This is where the marketing strategy for GCC football must fundamentally pivot. The "superstar attraction" model served its purpose in generating initial buzz and proof of concept, but I'd argue it's not a sustainable long-term strategy for building a truly resilient and marketable league brand. The focus must shift from simply acquiring marquee names to developing a compelling and sustainable product-market fit from the ground up.
For GCC football to truly cement its position as a global player and generate long-term commercial value, the strategic imperatives are clear:
Enhancing Competitive Narrative & Balance: A league perceived as a two-horse race, or simply a collection of individual stars, struggles to maintain consistent engagement. The NBA, as I noted in my previous article, thrives on compelling narratives, rivalries, and the genuine unpredictability of competition. Strategies to foster more competitive parity across the SPL – perhaps through revised financial regulations, transfer caps, or a stronger emphasis on tactical development across all clubs – will create more compelling weekly storylines and elevate the perceived value of every match.
Elevating the Matchday Experience & Stadium Infrastructure: For a live event product, the in-stadium experience is paramount. Beyond the players on the pitch, the atmosphere, accessibility, amenities, and overall fan journey need to be consistently world-class to encourage regular attendance and cultivate passionate local fan bases. This creates a physical brand touchpoint that fosters loyalty beyond broadcast viewership. [I have been to a game myself, and this has a long way to go.]
Authentic Storytelling & Content Strategy: The SPL needs to develop a sophisticated content strategy that tells its own unique stories. This means going beyond just game highlights. It's about showcasing the rich culture of Saudi football, exploring the personal journeys of local players, building compelling rivalries, and offering behind-the-scenes glimpses that humanize the league.
Strategic Commercial Partnerships: Moving forward, the SPL needs to attract partners who see the long-term vision, not just the short-term celebrity endorsement. This means developing differentiated sponsorship packages that leverage the unique cultural elements of GCC football and appeal to a broader range of brands, from regional powerhouses to global companies looking for authentic market penetration.
The "Ronaldo chapter" has certainly been written, and from a marketing perspective, it was a bold, expensive, and ultimately successful brand launch campaign for Saudi football. It opened doors, generated global attention, and provided invaluable insights into the power of ‘celebrity’ in sports marketing. But it was always just a starting point, not the final destination. For GCC and Saudi football to truly flourish as a marketable product and cement its position on the global stage, it must now leverage the lessons learned and embark on a more organic, sustainable path.
