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Cristiano Ronaldo’s move to Al-Nassr not only revolutionised the football market but also sparked debates about sportswashing and the use of sport to improve the image of countries with problematic human rights records
Cristiano Ronaldo’s transfer to Al-Nassr in Saudi Arabia shocked the footballing world. In January 2023, the Portuguese legend, a five-time Ballon d’Or winner, left the European stage where he had amassed countless glories to embark on a new journey in the Middle East. This decision, initially met with scepticism by many, signalled a shift in global football’s landscape, showing the increasing influence of the Arab world. Yet, alongside the glamour of his move, questions about sportswashing and the nation’s human rights record became impossible to ignore.
At 37, Cristiano Ronaldo joined Al-Nassr under a reportedly astronomical contract, said to be worth around €200 million per season. His move was not just about a star player heading for one last payday; it elevated the profile of Saudi football, making it a focal point for global attention. But more than that, Ronaldo’s decision sparked a chain reaction, influencing other top players to consider following his path.
“There’s no denying Cristiano Ronaldo’s impact. He’s changed how we view football beyond Europe. The Middle East is no longer just a place for players at the end of their careers; it’s an option for elite athletes seeking new challenges,” said Cesc Fàbregas in an interview with The Guardian. Not long after Ronaldo’s arrival, players like Karim Benzema and N’Golo Kanté also chose to move to Saudi Arabia, a decision many believed was directly inspired by Ronaldo’s trailblazing move.
Money has always been intertwined with football, but Ronaldo’s move to Al-Nassr unveiled a new level of financial might. Middle Eastern clubs have flexed their financial muscles, and Ronaldo’s arrival was the first big step in attracting a wave of top-level talent. For players like Benzema and Kanté, following Ronaldo meant choosing between competitive ambition and securing unparalleled financial stability.
In a recent interview, Luka Modrić, Ronaldo’s former Real Madrid teammate, highlighted this dilemma: “Saudi football offers something we can’t ignore. They’re creating a competitive platform, but above all, they’re reshaping the financial landscape. Every player, at some point, considers their legacy and how they can secure their family’s future. Ronaldo has opened that door.”
However, Ronaldo’s transfer to Al-Nassr also shed light on a far more uncomfortable issue. Saudi Arabia, like other Gulf nations, has faced criticism for using sport to mask its internal political and human rights issues. The term sportswashing has gained traction, referring to attempts by countries to use global sports to soften their international image.
Critics, including human rights organisations, were quick to point out that Ronaldo’s arrival could be seen as part of a broader strategy to distract from the nation’s domestic challenges, particularly regarding freedom of expression and treatment of minorities. “These investments in sport are a smokescreen. It’s clear that Saudi Arabia wants to position itself as a player on the world football stage, but behind that lies a set of policies that need to be challenged,” said Sarah Leah Whitson, director of Human Rights Watch.
Cristiano Ronaldo’s move to Al-Nassr triggered an ethical debate among fans and players alike. While Ronaldo himself has largely avoided political discussions since arriving in the Middle East, focusing instead on his achievements on the pitch, his presence in Saudi football has stirred conversations that extend far beyond the game.
“As players, we always want to stay focused on the game, but it’s hard to ignore what’s happening around us,” commented Giorgio Chiellini, Ronaldo’s former Juventus teammate. “I respect his decision, but I also understand the concerns of those looking at this from a broader perspective.”
Saudi Arabia’s cultural restrictions, particularly regarding women’s rights and minority groups, have come under greater scrutiny since Ronaldo’s move. While the country has made efforts to modernise certain areas, such as introducing mixed stadiums and promoting women’s football, many question whether these changes are sincere or merely part of a strategy to attract global attention.
With Ronaldo leading the way, Saudi Arabia and the Middle East are positioning themselves as emerging powerhouses in the football world. The immediate impact is clear—more visibility for the local league, an influx of big-name players, and a growing interest from global fans and media. The Saudi Pro League, once barely known outside the Gulf, is now followed with keen interest by football enthusiasts and journalists worldwide.
Cristiano Ronaldo’s illustrious career had been defined by epic victories at footballing giants like Manchester United, Real Madrid, and Juventus. However, his decision to trade Europe’s brightest lights for Al-Nassr marked a turning point. Ronaldo is no longer just an ambassador for his own legacy; he now carries the expectations and ambitions of a nation striving to assert itself on football’s global stage.
“I came here to make history, to show that Arab football has quality and can compete at a high level,” Ronaldo declared during his unveiling. Yet, for many, the history he’s helping to write runs deeper than just football.
Cristiano Ronaldo’s transfer to Al-Nassr was more than just a lucrative move. It symbolised a new era for football, where emerging markets like the Middle East showcase their growing allure. For players, it’s become a viable option to continue their careers in a financially rewarding yet less pressurised environment. However, this movement comes with controversy. The shadow of sportswashing looms large, and how football’s stars and clubs navigate this issue in the years ahead will shape whether the sport can truly escape being used as a political tool.
Ronaldo has set the tone for this new reality, but the impact of his decision stretches beyond the pitch. It raises questions about football’s ethical and financial future and how players and fans will balance these two constantly colliding forces.
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