Key insights:

  • Among all Saudi adults, SPL’s Index score climbed from 21 in August 2022 to 39.3 by August 2025, nearly doubling after Ronaldo’s arrival.
  • Index scores surged from 27.2 in August 2022 to 50.9 in 2025, peaking at 54.6 in October 2023.
  • Buzz scores rose from 22 in August 2022 to 39.3 in 2025, while among fans, they jumped from 25.3 to 50 over the same period.

Cristiano Ronaldo signed for Al Nassr on December 30, 2022, a moment that reshaped perceptions of the Saudi Pro League (SPL). Data from YouGov BrandIndex shows how Index and Buzz scores of SPL have shifted in the KSA since then.

Among all Saudi adults, Index scores were 21 points on August 1, 2022. On the day of Ronaldo’s signing, the score had risen to 24.2, before climbing further to 39 points by August 31, 2023 (+14.8 points), coinciding with the arrival of high-profile players such as Karim Benzema, N’Golo Kanté, Neymar Jr., and Sadio Mané. The score peaked at 42.9 on October 22, 2023, and stands at 39.3 as of August 1, 2025.

Among football fans in Saudi Arabia, Index scores began at 27.2 on August 1, 2022. By Ronaldo’s signing, they had edged up to 28.7, and then rose sharply to 44.3 by August 31, 2023, during the same influx of international players (+15.6 points). The measure reached its highest point at 54.6 on October 27, 2023, and most recently registers 50.9.

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Buzz scores follow a similar trajectory. Among all Saudi adults, the score began at 22 points on August 1, 2022. By Ronaldo’s signing, it had nudged up to 22.9, then accelerated to 38.8 by August 31, 2023 (+15.9 points) after the mid-year player arrivals. The score peaked at 44.5 on November 20, 2023, and now stands at 39.3.

Among football fans, Buzz started at 25.3 on August 1, 2022. On December 30, 2022, it had reached 29.2, before surging to 45.9 by Aug 31, 2023 (+16.7 points). The high point came shortly after, at 54.6 on November 22, 2023, while the most recent score is 50 points.

Both Index and Buzz scores jumped immediately after Ronaldo’s arrival and have remained consistently higher than their pre-2022 levels. The transfer provided the initial lift, and the arrival of additional international players reinforced it. From 2022 to 2025, Index and Buzz scores nearly doubled among football fans and general population. Our data shows how SPL’s position in the football landscape is considerably stronger than it was before Ronaldo’s arrival.

Methodology: YouGov BrandIndex collects data on thousands of brands every day. Saudi Pro League's Index score is an average across brand overall health, including General Impression, Satisfaction, Quality, Corporate Reputation, Value and Recommendation. Buzz score is based on the question: Over the past two weeks, which of the following brands have you heard something POSITIVE/ NEGATIVE about (whether in the news, through advertising, or talking to friends and family)? Scores are reported as net scores from –100 to +100, based on daily nationally representative surveys of KSA adults, weighted to census targets. Figures are shown as a 16-week moving average with sample size ranging from 150 to 300 between August 1, 2022 to August 1, 2025.