The Saudi Pro League has spent years and billions of riyals chasing the kind of global attention that the Premier League and La Liga generate almost effortlessly. Last month it got a stark reminder that attention cuts both ways — and that the world is watching rather more closely than some inside the kingdom may have anticipated.

On the evening of Saturday 13 September, Al-Taawoun supporters suffered a chastening 6-0 home defeat to Al-Hilal, whose formidable forward line — including Ollie Watkins and Gabriel Martinelli — helped themselves to five goals between them. For most fans, a thrashing of that magnitude is difficult enough to process. For a small group in the stadium that night, what followed made the scoreline an afterthought.

As Rúben Neves stood in the centre circle at the final whistle, a number of Al-Taawoun supporters began chanting the name of Diogo Jota — the Portuguese forward who died in a car accident in July 2025. Neves and Jota were the closest of friends: they were Portugal and Wolves teammates, and Neves carries a tattoo of Jota on his leg. He was a pallbearer at the funeral. The cruelty of what was directed at him, in that moment, is difficult to overstate.

Neves was visibly distressed. In a composed but pointed response to Saudi reporters after the match, he said: "I hope they don't go to pray afterwards." His gesture on the pitch — a clear signal that those responsible would be judged by a higher authority — spoke for many watching from afar.

Ronaldo demands action

Cristiano Ronaldo, the Al-Nassr forward whose presence in Saudi Arabia has done more than any single factor to put the league on the global map, turned to his 680 million Instagram followers the following day. "The league must take action and punish this kind of fan behaviour," he wrote. "This is no longer football, and there have to be limits. People who behave like this should never be allowed to enter a stadium again." Al-Hilal lodged a formal complaint. The story spread rapidly across international media.

Well-known Saudi broadcaster Waleed al-Faraj drew a clear distinction between the kind of tribal rivalry that is part of football's fabric and what happened here. "To shout 'Messi' at Ronaldo is acceptable within the context of their rivalry," he said. "But to chant the name of his deceased teammate Jota at Neves is an inappropriate act. How can you play on people's grief like this? You should have some humanity."

Saudi football legend Sami al-Jaber, who represented his country at four World Cups and had a spell in England with Wolves, sent a personal message to Neves expressing warmth and regret. "This behaviour does not reflect those values," he wrote, referencing the Saudi traditions of respect and hospitality. "I hope you know how warmly you are regarded here, and how much you belong."

Punishment raises further questions

Four days after the incident, both the Saudi Arabian Football Federation and the Saudi Pro League issued a joint condemnation, describing the chants as inconsistent with the values of Saudi football and sportsmanship. Al-Taawoun were fined approximately £20,000 and ordered to play two matches behind closed doors.

The response has drawn mixed reactions. There is genuine sympathy for the view that those responsible were a small minority — Ayman al-Hotami, one of Al-Hilal's most prominent supporters, was at pains to stress that the wider fanbase was appalled — but many observers feel the punishment was too lenient given the severity of the offence and the global platform on which it occurred.

There is a structural dimension worth noting, too. When Al-Hilal play away from Riyadh, attendances are often modest and stadiums intimate. In those settings, the chants of even a handful of people can travel considerable distances — including, on previous occasions, chants of a certain Argentinian superstar's name aimed at Ronaldo. But those incidents belong in a different moral category entirely.

The Saudi Pro League has actively courted the spotlight. Cristiano Ronaldo is the proof of that ambition, and his presence has delivered exactly the exposure the league craved. What last month demonstrated, with uncomfortable clarity, is that the league must now develop the governance and the culture to match its aspirations. Greater scrutiny is not a side-effect of success — it is part of the price.

FAQs

Frequently asked

What happened to Diogo Jota?
Diogo Jota, the Liverpool and Portugal forward, died in a car accident in July 2025. He was widely mourned across the football world, and his close friend Rúben Neves was a pallbearer at his funeral.
What punishment did Al-Taawoun receive for the Rúben Neves chants?
Al-Taawoun were fined approximately £20,000 by the Saudi Pro League and ordered to play two home matches behind closed doors following chants directed at Rúben Neves referencing the late Diogo Jota.
Why is Rúben Neves playing in Saudi Arabia?
Rúben Neves joined Al-Hilal in Saudi Arabia as part of the league's broad recruitment of top European talent. He was signed for a reported fee in excess of £150 million and is one of several high-profile players competing in the Saudi Pro League.