Dentsu Creative Iberia, in partnership with CR7 Media, has delivered the most successful YouTube channel launch of all time, seeing Cristiano Ronaldo’s ‘UR Cristiano’ set a new Guinness World Record. Amassing one million subscribers in its first 90 minutes, 19 million by the end of its first day, and over 60 million within the first month, with over 500 million views, the channel eclipses the reach of any other sports star on the platform.
The launch in August signals the “first dance” in the next chapter of Ronaldo’s career, transitioning him from football player to ground-breaking media titan.
UR Cristiano will serve family-friendly content, spanning sports, wellness, luxury and lifestyle, primarily targeting millennials and Gen Z, with content available in multiple languages to reach an extensive mix of international subscribers.
Dentsu Creative oversees end-to-end delivery for UR Cristiano, including content strategy and creation, taking a highly crafted editorial lens, identifying and negotiating brand partnerships and data management.
Through customised product placement and strategic sponsorships, brands are being offered unprecedented access to this highly diverse and engaged audience. Several videos will be released per week, with content leaning into the ‘spontaneous’ format proven to be effective at achieving sustained audience engagement on YouTube. Longer term ambitions for the channel includes collaboration with top-tier celebrities and influencers, as well as the launch of world-first initiatives to deliver both unprecedented digital experience for fans, and opportunities for brands.
Cristiano Ronaldo’s CR7 Team “This project pushes the boundaries of YouTube and entertainment, reaching a highly diverse global audience - from football fans to wellness enthusiasts. UR Cristiano isn’t just a channel, it’s a content ecosystem where brands can engage authentically with millions of viewers, taking Ronaldo’s legacy and influence into a new realm of storytelling and entertainment.”
Javier Gomez, Content and Innovation Director for UR Cristiano, Dentsu Creative Iberia “UR Cristiano is a world-first, made possible only by our trusted team and connections at Dentsu Creative. No other agency possesses the full spectrum of skills required to create this phenomenon—from content creation and brand engagement to leveraging data-driven audience insights that maximize reach. We are proud to work with and showcase such a powerful global icon, offering brands an unprecedented opportunity to seamlessly connect with and engage diverse audiences.”
Pedro Pina, VP of YouTube Europe, Middle East and Africa “YouTube’s dream team-up with football legend Cristiano Ronaldo has been a labour of love and dedication. And watching his channel explode is pure gold! This is just the kick-off to an epic adventure, and we're strapped in for the ride. Massive congrats to Cristiano and his squad! And let’s keep those SIUUUUUUUBSCRIPTIONS rolling in!”
HOW DID YOU DECIDE ON THE CONTENT TO TARGET SUCH A BROAD AUDIENCE ACROSS MULTIPLE DEMOGRAPHICS AND LANGUAGES?
The whole channel is built with a focus on storytelling and entertainment. We think bigger than the usual boundaries of social media. The of course content is also designed to appeal to Ronaldo’s vast global fanbase by focusing on universally engaging themes like sports, wellness, luxury, and lifestyle.
Broad appeal is enhanced with localized, multi-language offerings, ensuring content resonates with different cultural demographics, especially targeting the notoriously elusive tastes of Millennials and Gen Z. Ultimately, this approach is laser focused on increasing inclusivity and viewership.
WHAT WAS IT LIKE WORKING WITH RONALDO’S CR7 TEAM AND HOW DID YOU ALIGN HIS PERSONAL BRAND WITH THE PLATFORM’S BROADER VISION?
Collaborating with Ronaldo’s CR7 team required aligning his legendary sports persona with a media-centric future. His brand, known for discipline and excellence, naturally extends into lifestyle, family, and wellness content, which mirrors his broader ambitions of becoming a media icon.
This synergy allowed the team to develop content that remains authentic while expanding into new territory as he grows his brand and fan base. Our main objective was to show Cristiano as you have never seen him before.
WERE THERE ANY TECHNICAL CHALLENGES IN HANDLING SUCH HIGH ENGAGEMENT AND VIEWERSHIP FROM DAY ONE?
The platform’s massive and rapid growth, a million subscribers within 90 minutes, posed significant technical challenges. However, YouTube’s infrastructure, paired with the team’s preparation, ensured the channel could handle the unprecedented traffic while maintaining high-quality streaming and seamless engagement experiences for users globally.
We are also working in partnership with the engineers at YouTube to introduce innovative new tools, previously unseen on the platform, to ensure and enhance an amazing user experience.
WERE THERE ANY UNEXPECTED OUTCOMES OR METRICS THAT EXCEEDED YOUR INITIAL EXPECTATIONS FOR THE LAUNCH?
The record-breaking 19 million subscribers within the first day exceeded even our expectations – even winning us a Guinness World Record! All metrics, from viewer retention to engagement rates, and brand partner interest outpaced initial projections.
This has been a remarkable proof of Ronaldo’s star power and cross-cultural appeal, as well as YouTube’s ability to engage audiences far beyond the realm of football. The results from this project are truly unprecedented and have changed YouTube history, and will also shape its future.
HOW DID YOU LEVERAGE AUDIENCE DATA AND INSIGHTS TO ENSURE THE CHANNEL’S CONTENT AND FORMAT WOULD GAIN SUSTAINED ENGAGEMENT?
Data-driven insights played a crucial role, allowing the team to tailor content formats and scheduling based on user behaviour. For instance, adopting a ‘spontaneous’ content style was suggested by YouTube analytics, which showed that this approach drives long-term engagement and a closer connection with the viewers. Frequent updates and interaction opportunities were also key to sustaining high viewer retention.
WHAT HAVE YOU LEARNED FROM OTHER YOUTUBE OR MEDIA PROJECTS THAT YOU’VE APPLIED TO THIS CAMPAIGN TO ENSURE IT STANDS OUT AS A LONG-TERM MEDIA BRAND?
One key takeaway was the importance of maintaining authenticity while scaling. The team looked at successful athlete channels and applied lessons on creating a content ecosystem that feels personal yet expansive. By incorporating spontaneous content, as seen with other YouTube influencers, the UR Cristiano channel maintains engagement without over-commercialization, which is crucial for longevity.
Looking for tailored entertainment marketing solutions for your brand? Get in touch with Britney Pai, Head of Entertainment Marketing for the Greater North Asia at Dentsu Group to access our global resources and connections.
DentsuCreativeChina@dentsu.com
UR CRISTIANO
CLIENT BRAND
CR7 MEDIA
CREATIVE AGENCY
DENTSU CREATIVE IBERIA
READ MORE ON DENTSU CREATIVE GLOBAL WEBSITE.
www.dentsucreative.com/cases/cr7-urcristiano
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