Nike's plan in Saudi Arabia

It has been mere hours, but the news about Saudi club Al-Nassr joining forces with Nike for the 2023-2024 season has taken the football world by storm. Cristiano Ronaldo’s transfer has done wonders both for the club and the league as a whole, so much so that Nike themselves are now paying close attention and most importantly, making moves.

The acquisition of Al-Nassr is not Nike’s first in the Saudi market. Al-Ittihad (home to N’Golo Kanté and Karim Benzema) has been sponsored by the American brand since the beginning of the 2022-2023 season, but that was before ‘Mr. Nike’ came into the league. Ronaldo’s presence in the country has marked a much clearer line between the league and the brand, and ever since his arrival in Saudi Arabia, league viewership has seen a 7-time increase. In other words, people are tuning in. They are interested in the league because Ronaldo is there, and with other big names such as Benzema, Kanté, and Kalidou Koulibaly, the market is becoming a perfect money-making opportunity.

Putting two of the biggest and star-studded clubs in Saudi Arabia under contract is just the beginning for Nike. Just like Ronaldo’s arrival to Saudi Arabia attracted other stars, smaller clubs in the league will see a partnership with the Swoosh with increasing appetite. Associating yourself with such a giant of the sportswear industry and sports world in general can help with other commercial opportunities, global recognition, and star-player recruitment. For Nike, if they move quickly and exploit Ronaldo’s influence over the league effectively, the establishment of a monopoly over the market can come with relative ease, especially because most clubs are currently under contract with local kit manufacturer Offside or other smaller brands like Erreà and Zeus. Timing is key here, but it is all doable.

Big players, big brands. When you have these two things, at least in modern football, you come in contact with true gravitas and swiftly climb the ranks. The situation surrounding Saudi football is nothing but welcoming for Nike to come in and establish domination over kit manufacturing, and the brand knows that. With his new Al-Nassr deal becoming official, one thing is certain: Nike’s plan is now in full motion.