Cristiano Ronaldo has been influencing the image of Saudi Arabian football, in both positive and negative directions.

Expertise is not the only benefit that clubs receive when signing a contract with a world-class superstar like Ronaldo. Along with that comes the development of reputation, brand, media, commerce… However, every coin has two sides.

The recent punishment of the Saudi Pro League (SPL) for CR7 in particular and what Ronaldo has shown in Saudi Arabia’s fields in general in recent times shows that he is a “double-edged sword” with his image. of this football background.

More than a player

Ronaldo is a pioneer, starting the wave of superstars landing in Saudi Arabia from January 2023. After Al Nassr announced a new recruit named Cristiano Ronaldo, a series of European football stars also followed in the footsteps of the striker born in 1985.

For example: Karim Benzema, N’Golo Kante, Fabinho (Al Ittihad); Neymar, Sergej Milinkovic-Savic, Kalidou Koulibaly (Al Hilal); Riyad Mahrez, Edouard Mendy, Roberto Firmino (Al Ahli); Sadio Mane, Aymeric Laporte, Marcelo Brozovic (Al Nassr); Ivan Rakitic (Al Shabab); Jordan Henderson, Georginio Wijnaldum (Al Ettifaq);…

The wave that Ronaldo was one of the first to contribute to creating will certainly not stop here.

From the perspective of an economist and marketer, the Portuguese superstar is also a magnet for Saudi Arabian football. “In terms of marketing, bringing Ronaldo to Saudi Arabia is a master class move for this country’s football industry,” Mark Ritson – marketing professor at Melbourne University of Business (Australia) affirmed.

“Ronaldo’s appearance in Saudi Arabia is a step that can turn around the marketing competition of Middle Eastern countries,” said Simon Chadwick – professor of sports and geopolitical economics at the University of Salford (UK). SKEMA University of Business (France) – giving opinions. “This has attracted new customers for brands to target.”

“Most of Ronaldo’s partner brands are global brands. They did business in Saudi Arabia before he arrived. However, Ronaldo’s presence here can still help these partners develop their reputation and enter new markets.”

Ronaldo also admitted the need to develop his personal brand when moving to Saudi Arabia. “I can’t wait to help Saudi Arabian football develop,” said the former Manchester United striker. “I also believe that the decision to move here will help me gain a new audience and develop my personal brand.”

Even in Chadwick’s opinion, Ronaldo is not only a football player, but also an ambassador for Saudi Arabian football in particular and this country in general. “Ronaldo will act as an ambassador for Saudi Arabian football and the whole country. Having superstars follow him to Saudi Arabia will create interest in the SPL.”

Chadwick said: Ronaldo plays a core role in the future plans of football people in Saudi Arabia. “Ronaldo alone of course cannot revolutionize football here. However, he is considered a change-maker.” This professor also said that Saudi Arabia considers Ronaldo as an image ambassador in the competition to host the 2030 World Cup.

The leaders of this country’s soccer industry also have the same views as Chadwick. “The successful signing of Ronaldo is a victory for the entire Saudi Arabian football industry, not just Al Nassr Club,” Yasser Al Misehal – president of the Saudi Arabian Football Federation (SAFF) – said.

“We always wanted Ronaldo to be here. That will bring huge positive effects to the tournament. Everyone knows Ronaldo’s records and huge collection of achievements, but he is also an ideal role model.”

“His presence is a positive signal for Saudi Arabian football. This makes negotiating with other players easier. Ronaldo is a historic contract and a testament to the progress of this tournament,” said Al Nassr CEO Ahmed Alghamdi.

“Not only Al Nassr but other teams are excited to see him play here. This is also a deal that resonates around the world. It positively impacts the image of Saudi Arabia and shows the world how civilized and progressive this country is.”

“The agreement with Ronaldo is not limited to football, because it will support the club’s Academy that we are planning to build. In addition, this contract also reflects our history and brings its reputation to football fans. This agreement is beneficial for us commercially,” Al Nassr president Musalli Al Muammar shared.

Benzema said that “Saudi Arabian football is reaching a higher level” after his former teammate at Real Madrid joined Al Ittihad. Neymar said “SPL is growing stronger” after Ronaldo became a rookie at Al Awwal Stadium.

At the end of February last year, the former Juventus star was also invited to attend the celebration of the founding anniversary of the State of Saudi Arabia.

Ronaldo wore traditional Saudi Arabian clothing at an event celebrating the country’s founding anniversary

However, there are still hidden corners behind former star Ronaldo’s actions at SPL.

Ronaldo affects the image of Saudi Arabian football

On February 26, in the match Al Shabab 2-3 Al Nassr in round 21 of SPL, when the home team fans chanted Lionel Messi’s name, Ronaldo responded by putting his hand on his ear to provoke, then straddling his legs and repeatedly Continue moving your hands up and down. Marca newspaper (Spain) judged this to be an “immoral” and “obscene” gesture.

Former Saudi Arabia goalkeeper Mohamed Al Deayea said the 39-year-old superstar’s actions were “unacceptable” and “unworthy of a player who is considered a role model for many people to follow.”

“SAFF’s disciplinary committee is facing its biggest challenge. Everything has a limit, no matter how famous you are,” Waleed Al Farraj – a sports journalist who worked in Saudi Arabia for 30 years – wrote on X.

17 days earlier, after the Al Hilal 2-0 Al Nassr match at the Riyadh Season Cup friendly tournament, when Ronaldo was entering the Kingdom Arena tunnel, some of the opponent’s fans threw towels with the Al Hilal logo printed on CR7. . In response, Ronaldo stuffed a towel into the front of his shorts (genital side) and threw it back into the stands.

After receiving the runner-up medal in this match, Ronaldo also took it off and threw it into the stands. On April 19, 2023, after the Al Hilal 2-0 Al Nassr match, when the former Sporting Lisbon star was entering the tunnel at King Fahd Stadium, a part of the home fans shouted in unison for Messi. Ronaldo immediately looked up at the stands and grabbed his lower body.

Ronaldo has committed controversial actions three times in the Al Nassr shirt. SAFF does not punish players who own 5 Golden Ball titles in the first 2 times, but for the 3rd time, “Too three, three busy”; This agency had to issue a fine after Al Shabab filed a complaint. SAFF required Ronaldo to pay a fine of 10,000 Saudi riyals (equivalent to 2,666 USD) and suspended the 39-year-old superstar for 1 match.

Even though he is U40 and has been playing professional football for 22 years (starting in 2002 at Sporting), just a few times opposing fans chant Messi’s name is enough to provoke Ronaldo. In all three times CR7 acted to expose himself to criticism, there was no information that rival fans insulted him or cursed his family.

No offense, those fans were just teasing Ronaldo. And human psychology is such that the more upset the “victim” becomes, the more people feel excited and want to continue teasing. On the contrary, if the Portuguese superstar ignores everything his opponent’s fans say and doesn’t respond, they will feel bored and won’t want to tease him anymore.

And SAFF also had to punish the person they considered the representative image of the Saudi Pro League. After the above incidents, it can be affirmed that Ronaldo is a “double-edged sword” for the image of Saudi Arabian football. CR7 needs to control his inhibitions and should not cause any more uncontrolled actions.