Even at 39 years old, Cristiano Ronaldo continues to break records on and off the field. Having claimed some of the most prestigious awards and records in football (soccer), it’s clear that success is in his DNA. Off the field, Ronaldo is the most followed person on Instagram, with over 642 million followers. Now, the Portugal and Al Nassr striker has set his sights on becoming the biggest creator on YouTube.
As you’d expect, being monumentally famous helps when setting up a YouTube channel. UR Cristiano is the fastest growing YouTube channel ever. Its debut set a record of 1 million subscribers gained in the first 90 minutes, a figure just shy of the number of stepovers Cristiano managed in his Manchester United debut. In just 4 months, the channel has surpassed 66.5M subscribers.
The Cristiano Ronaldo YouTube channel’s growth has been wholly organic, the machine behind the channel’s launch could be a game-changer for athletes on social media, especially YouTube. We’re diving into the channel’s success, what this means for brands, and the impact it will have on partnerships with sports creators going forward.
Contents
Athletes are realizing the power of the creator economy
Join the athlete-creator revolution
The making of UR Cristiano
To understand the success behind Ronaldo’s YouTube venture, we should start with the man himself. Who is Cristiano Ronaldo?
Born 600 miles from the Portuguese mainland, Cristiano Ronaldo is arguably the most famous person alive today. Things didn’t really get started for Ronaldo until he arrived in Manchester in the summer of 2003, the result of a £12 million transfer from Sporting Lisbon. Six years under the guidance of Sir Alex Ferguson, Ronaldo transitioned from showboater to the world’s best player, picking up his first Ballon D’Or in 2008 before a record-breaking move to Real Madrid the following year. In Spain, Ronaldo became the world’s greatest player four more times, picked up four more Champions League titles, and became the competition’s highest scorer, but in spite of all that, the footballer’s rivalry with Lionel Messi stands out the most. Real Madrid versus Barcelona is a battle etched in history, and for over a decade that battle became Messi versus Ronaldo – the battle to be the GOAT (greatest of all-time).
Following the Madrid years, Ronaldo moved on to Italy, back to Manchester, and now plays for Saudi Arabian club Al Nassr, where his social status has leaped to another level. While his goal is to reach 1000 goals, Ronaldo is leaning on his influence to endorse a new era in sport. If you’re a boxing fan, you’ll have seen Ronaldo ringside next to Turki Alalshikh, the operator of ‘Riyadh Season’ and some of 21st century boxing’s biggest fights. As he closes in on 40, the days of setting records on the pitch are numbered. But, in terms of the social media landscape, Cristiano is only just getting started.
Enter Dentsu Creative Iberia, the Spanish and Portuguese division within the Dentsu Creative Network. Over the course of eight months, 16 members of staff, and five RIyadh-based production staff, UR Cristiano was ready for the call up. Four month’s prior to launch, Dentsu and CR7 (Ronaldo’s own media outlet) approached YouTube with the pitch. What’s interesting is the platform’s involvement behind the scenes. Tomás Froes, CEO of Dentsu Creative Iberia, said the platform “provided “insights” and expertise on how best to proceed — in particular, ‘tactical’ advice regarding the length of videos and frequency of uploads.” YouTube also offered guidance on the channel’s content, according to Froes. YouTube’s suggestions were to combine “hero” videos, such as Ronaldo being interviewed by former Man United teammate Rio Ferdinand, alongside “day-to-day” content – anything from quizzes to games and challenges.
Athletes are realizing the power of the creator economy
Since 2022, the number of long-form videos (over 20 minutes) landing on YouTube has increased from 1.3 million to 8.5 million, as of June 2024. With the growth of longer content, and developments like connected TV, YouTube users are treating the platform as a direct replacement for TV. As a result, Cristiano Ronaldo isn’t the only athlete exploring YouTube’s offering.
Jude Bellingham
That’s right, the England and Real Madrid starboy has set up his own Youtube channel. Though he hasn’t quite hit the ground running like Cristiano, 778K subscribers in 6 months is no mean feat.
The channel provides exclusive content and behind-the-scenes access of the athlete’s journey so far. Though its upload history is very brief, viewers were given a four-part series titled ‘Out of the Flood Lights’, which followed Jude through his first season for Los Blancos, episodes ranging from 28 to 42 minutes long.
Bellingham’s YouTube channel sparks a great opportunity for Adidas, the athlete’s headline sponsor. A video posted in September saw behind-the-scenes footage of Jude arriving in Germany to receive the Adidas Predator 30, special edition boots celebrating 30 years of Adidas. Videos like this open the doors to new opportunities between brands and athletes that generate excitement, emphasize exclusivity, and enhance brand appeal among sports fans and consumers.
Travis Kelce
Jason and Travis Kelce, Super Bowl champions and brothers, offer exclusive behind-the-scenes access to life in the NFL. Each week, they share insider insights on their games, the latest NFL news, and trending sports topics. With over two decades of combined experience, they also discuss off-field interests and host special guests, all via the New Heights podcast.
Though Amazon’s Wondery network owns the exclusive rights to the brother’s podcast, fans can tune into full episodes on YouTube. Currently, the channel has over 2.4M subscribers, and features sponsors such as Buffalo Wild Wings, Garage Beer and the Accelerator energy drink brand.
The Kelce brother’s podcast calls upon their celebrity status, engaging personalities, and unique behind-the-scenes insights into the NFL. Their relatable storytelling, combined with access to high-profile guests and brotherly banter, appeals to both sports fans and mainstream audiences. This blend of humor, relevancy, and insider content drives its popularity.
What this means for brands
Athletes will have greater agency over their content
Having a YouTube channel grants athletes with a higher measure of agency over their media appearances. In the past, we’ve seen some painfully awkward ads featuring athletes that have no connection to the personality, Ronaldo has even been subject to these himself. In 2013 he partnered with KFC Arabia for a TV ad. That’s right Cristiano Ronaldo, the health nut, endorsed KFC. This is the same Ronaldo that replaced Coca-Cola bottles with water during a press conference at Euro 2020. The benefit for Ronaldo on YouTube is that he has greater control over the brands he endorses, and according to Froes the footballer gets the final say over which brand partnerships are greenlit.
Unprecedented exposure and reach
Athletes like Bellingham, Cristiano Ronaldo, and Kelce have massive, international followings, often spanning multiple continents. Their YouTube channels provide a direct way for brands to reach these global audiences, particularly younger, digitally-savvy consumers who consume content through platforms like YouTube rather than traditional media.
Cut deeper than conventional ads
Fans feel a personal connection with athletes, especially when they offer behind-the-scenes access to their lives, training, and personal interests. This type of content resonates more deeply than conventional ads because fans get a truer sense of what athletes are actually like. This is evident across the channels we’ve discussed. The Adidas collaboration with Jude Bellingham gives us access to the real Jude, not the persona we see in post match interviews where media training rules out any form of authenticity. This content means brands can align themselves with the athlete’s values and persona, creating an organic connection with the audience.
A new model for athlete-creator endeavors
While Cristiano Ronaldo could have set up a YouTube channel of his own accord, it’s the channel’s behind-the-scenes backing that has generated such early success. The channel relies on a team of 16 staff, the creative spark of a production team, and the added insight from YouTube on how to structure content for maximum impact. The success of UR Cristiano could spark further active athletes to launch their own channels, with similar machines powering the production and strategy behind the curtains. Lionel Messi has an inactive YouTube channel, but with his connections to Apple, the MLS, Adidas, and more, could we see the return of Messi versus Ronaldo on YouTube?
Concluding thoughts
As athlete-driven YouTube channels like UR Cristiano, and the Kelce brothers’ New Heights podcast gain momentum, they signal a seismic shift in how athletes engage with their fans and partner with brands. The rise of these channels demonstrates the growing importance of athletes embracing the creator economy. No longer are athletes simply endorsing products or appearing in traditional ads. Instead, they are taking control of their narratives, creating authentic, behind-the-scenes content that fosters deeper connections with their audiences.
For brands, this shift opens new avenues to engage with fans on a more personal level. Rather than relying solely on traditional endorsements, brands now have the chance to align with athletes in more meaningful ways, through exclusive content, collaborations, and organic integrations. This model allows brands to resonate more with younger, digital-first consumers who crave authenticity.
As the athlete-creator model continues to evolve, we can expect more athletes to explore similar ventures. With the right support and strategy, these channels could reshape the sports media landscape, offering unprecedented opportunities for both athletes and brands to engage in a more direct, impactful way. The future of sports marketing is here, and it’s driven by athletes themselves.
Join the athlete-creator revolution! Engage with fans on a deeper level, create authentic content, and partner with sports creators reshaping sports media. Get in touch to find out how we can help your brand.
