AL-NASR AND CRISTIANO RONALDO: THE INFLUENCER MARKETING PLAYBOOK

Image Credit: Goal, 2025

Many people thought Cristiano Ronaldo's move to Al-Nasr, a Saudi Arabian club, in late 2022 was the end of his football career. However, the move was not just a sports decision, but a strategic marketing move that showcased the club's business acumen and foresight.

The Numbers Don't Lie About the Ronaldo Effect

Al-Nasr's Instagram account had just under 900,000 followers before Ronaldo joined. That number shot up past 10 million in just a few days after he was revealed, and it is still going up, now over 20 million. Sales of goods, ticket demand, and even tourism in the area all went up right away. Statista says that by 2024, Ronaldo's own Instagram account had more than 600 million followers, making him the most followed person in the world. This wasn't just a move; it was a transformative global rebranding. Al-Nasr went from being a little-known team in the Middle East to a household name, demonstrating the immense potential of influencer marketing in sports.

Athletes as Ecosystems of Influence

Ronaldo and other sports stars aren't just athletes; they're also part of a complex network of influence that extends beyond the field. This 'influencer ecosystem' includes their social media presence, their endorsements with global brands, and the value they bring to the teams they play for.

• Ronaldo's posts can reach more people than many national TV channels.

• His endorsement portfolio includes global giants like Nike, Clear, Herbalife, and Binance, showing that his influence goes beyond sports.

• His posts make millions of dollars in earned media value for the brands he works with.

For Al-Nasr, signing Ronaldo was like hiring the most famous person in the world to be their permanent ambassador. He gives you more than just goals; he gives you a global spotlight, constant media coverage, and fans all over the world. From Beckham to Messi, a trend around the world. These global icons, including Ronaldo, have not only transformed the teams they joined but also the perception of sports on an international scale.

Ronaldo's case is extreme, but not one of a kind. We've seen this happen before:

• David Beckham and the LA Galaxy (2007): Beckham's arrival wasn't just about soccer; it made Major League Soccer more popular around the world. The news about American soccer spread quickly in Europe and Asia, and ticket sales and merchandise sales went through the roof.

• Lionel Messi and Inter Miami (2023): Messi's move to the U.S. caused demand to skyrocket. After he made his debut, subscriptions to the MLS Season Pass on Apple TV went up a lot. Within hours, all the jerseys were gone, and Miami became a world-famous football destination.

• LeBron James and the Lakers (2018): When LeBron joined the Los Angeles Lakers, their merchandise sales went up by 40% in just a few weeks. This shows how quickly an athlete can affect a team's finances.

Each of these examples underscores a clear truth: star athletes are no longer just players; they are marketing strategies.

The Sponsorship Multiplier Brands quickly see how powerful these moves are for marketing. When Ronaldo joined Al-Nasr, Nike stepped up its advertising campaigns featuring him in Middle Eastern markets.

• Saudi Airlines used him to promote tourism.

• Streaming services like Shahid and beIN Sports used Ronaldo as the face of their global campaign for the Saudi Pro League.

The ripple effect of Ronaldo's move even affected other businesses. As part of a larger Saudi plan to make its league a global brand, clubs in the Middle East began to look into marquee signings. For example, Karim Benzema joined Al-Ittihad, and Neymar moved to Al-Hilal. This shows how a single player's influence can shape the entire industry.

Beyond Football: Ronaldo as a Business Case Study

Cristiano Ronaldo's career teaches us things that go beyond football:

1. Consistency Builds Trust: Ronaldo has consistently cultivated his personal brand of discipline, fitness, and excellence. That reputation can be used in any field, from sports drinks to high-end hotels.

2. Social Capital = Financial Capital: His Instagram posts are worth millions of dollars in terms of how much they affect the media. That social capital is just as necessary to clubs as his physical performance.

3. Global Positioning: Ronaldo's brand is not limited to one region, unlike local players whose influence may be limited to that area. He appeals to people in Asia, Europe, the Americas, and the Middle East simultaneously.

   Ronaldo is a new kind of influencer marketing model for business students. In this model, personal brand equity drives the growth of institutions.

What This Means for the Future of Marketing in Sports

By 2025, we can expect more teams to base their signings not only on a player's athletic ability but also on their online influence. Scouting reports might not only list goals scored and assists made, but also how many people liked or followed them on Instagram, how many people saw them on TikTok, and their appeal to sponsors around the world. We also see the emergence of hybrid contracts in which clubs and players share revenue streams from influencer activities. This shift in the traditional player-club relationship is a testament to the growing influence of athletes in the marketing landscape.

• AI-driven fan engagement: Ronaldo already has AI chatbots that talk to fans, which keeps his influence going 24 hours a day, 7 days a week.

• Deals between different industries in which athletes promote luxury fashion, cryptocurrency, or sustainability, going far beyond sports.

Lessons for Brands and Students

The Ronaldo-Al-Nasr case study shows that in today's economy, attention is money. Clubs, leagues, and sponsors all want to get people's attention, and one star can do that for millions of people overnight.

• Being real is essential. Fans like that Ronaldo lives a disciplined life, which makes his endorsements more believable.

• Globalization will happen no matter what. A local brand (Al-Nasr) can become a global one instantly with the right influencer partnership.

Raffles Jakarta: Where Students Learn the Playbook

Our Business Administration program at Raffles Jakarta helps students learn about these very aspects of influencer marketing. We look at case studies of people like Cristiano Ronaldo and Lionel Messi, as well as fashion icons, TikTok stars, and business leaders who use their personal brands to start movements. We teach students how to run campaigns where people are products and having an impact is the best way to get ahead of the competition. The Ronaldo playbook teaches a timeless truth: people don't just follow companies; they follow stars. This is true whether you're marketing a football club, a luxury brand, or a new business.

Arman POUREISA

Marketing Manager

Business Management Lecturer

Raffles Jakarta

Reference

BBC Sport. (2023, January 3). Cristiano Ronaldo joins Saudi Arabian club Al-Nassr. BBC. https://www.bbc.com/sport

ESPN. (2023, August 2). Saudi Pro League’s star strategy explained. ESPN. https://www.espn.com/

Forbes. (2023, December 22). Lionel Messi’s impact on MLS. Forbes. https://www.forbes.com/

Goal. (2024, February 6). Last dance Cristiano Ronaldo: Mengapa Piala Dunia Antarklub adalah panggung sempurna bagi sang bintang untuk kembali bersinar [Image]. Goal. https://www.goal.com/id/daftar/last-dance-cristiano-ronaldo-mengapa-piala-dunia-antarklub-adalah-panggung-sempurna-bagi-sang-bintang-untuk-kembali-bersinar/blt7686c7f0b7f71987

Sports Business Journal. (2024). The Ronaldo effect: Sponsorship and fan engagement. SBJ Reports.

Statista. (2024). Cristiano Ronaldo Instagram followers 2019–2025. Statista. https://www.statista.com/