The sight of Portuguese star Cristiano Ronaldo wearing a traditional Saudi "bisht" and performing the Najdi Ardah dance in celebration of Saudi National Day an extraordinary digital event, transcending the boundaries of the football pitch to become a global cultural phenomenon. In just 24 hours, the official accounts of Al-Nassr FC and its captain garnered over 25 million views, a clear indication of the soft power that Saudi sports now possesses in showcasing the Kingdom's heritage to the world.
Record numbers and cross-continental engagement
Detailed digital analysis revealed an astonishing acceleration in content dissemination, with the video reaching one million views in less than 35 minutes after its release. Data indicates that the content reached a massive audience exceeding 600 million followers across various digital platforms associated with the player, the club, and global sports networks.
The interaction wasn't limited to the Arab region; statistics revealed a striking geographical distribution. Europe accounted for 38% of the interaction, thanks to Ronaldo's long-standing fan base, followed by Asia and the Middle East at 30%, while the Americas accounted for 27%, driven by the interest of entertainment and sports platforms there. The first few hours saw over 3 million likes and 420,000 direct shares, with a peak rate of 10,000 shares per hour.
Founding Day: A Historical Depth and a Civilizational Message
This celebration coincides with the anniversary of Saudi Arabia's founding day , a national occasion commemorating the establishment of the first Saudi state by Imam Muhammad bin Saud in 1139 AH / 1727 AD. This day symbolizes the deep historical and cultural roots of the Kingdom of Saudi Arabia, celebrating the state's enduring foundations and the connection of its citizens to their leaders for three centuries, beginning in Diriyah, the first capital.
The participation of global stars of the stature of Cristiano Ronaldo in these celebrations is not merely a protocol participation, but reflects a remarkable success in exporting Saudi culture and introducing the world to its ancient traditions, such as wearing the traditional dress (the cloak and the bisht) and performing the Saudi Ardah, which is a cultural heritage registered with UNESCO.
Economic and marketing impact exceeding expectations
From an economic and marketing perspective, this appearance generated significant advertising value without traditional promotional campaigns. Experts point out that the presence of a Saudi cultural icon, represented by a figure followed by over half a billion people, grants the event immediate reach and high credibility. Analysis has shown the entry of new audience segments, representing 22% of the total, who were not previously interested in sports but were drawn to the cultural, heritage, and tourism aspects of the content.
This fusion of sports and national identity confirms the success of the Kingdom’s strategy in using the sports sector as a bridge for cultural communication, as media platforms in more than 70 countries have turned to talking about the Saudi dress and its connotations, which enhances the mental image of the Kingdom as a global tourist and cultural destination, in line with the objectives of Saudi Vision 2030.
