In a stunning upset at the 2024 Globe Soccer Awards held in Dubai, soccer legend Cristiano Ronaldo was overlooked for the Best Content Creator of the Year award, despite his meteoric rise on YouTube where his channel, UR Cristiano, boasts over 77 million subscribers as of late 2025. The honor went instead to Lebanese TikToker Bilal Haddad, whose viral football content has captivated millions with creative sketches, challenges, and behind-the-scenes glimpses into the sport. Haddad, a die-hard Ronaldo fan, celebrated his win in the most audacious way—hitting Ronaldo’s signature “SIUUU” celebration right on stage, drawing cheers from the crowd while Ronaldo and his partner, Georgina Rodríguez, watched from the audience with polite smiles that masked what many interpreted as disappointment.

The awards ceremony, which recognizes excellence in football across various categories, highlighted the shifting landscape of content creation in sports. Ronaldo, at 40, launched his YouTube channel in August 2024, shattering records by gaining 20 million subscribers in just 24 hours and surpassing milestones faster than any other creator. By December 2025, the channel features vlogs, training sessions, family moments, and motivational talks, amassing billions of views and solidifying his status as a digital powerhouse. Fans expected him to clinch the award, given his global influence and the platform’s explosive growth. Yet, the judges favored Haddad’s innovative TikTok style, which blends humor, accessibility, and fan engagement, often paying homage to stars like Ronaldo himself.

Haddad’s acceptance was a highlight of the night. Dressed sharply, he bounded onto the stage, performed the “SIUUU” with flair—arms outstretched, jumping in triumph—and even snapped a selfie with Ronaldo afterward. “Thank you so much,” Haddad reportedly said, beaming as Ronaldo congratulated him warmly. The moment went viral, symbolizing the torch-passing from traditional icons to new-age digital natives. Ronaldo, ever the professional, responded with grace, clapping and sharing a laugh, though body language experts noted a hint of restraint in his expression. Georgina, seated beside him, mirrored the sentiment with a supportive smile, her presence adding a touch of glamour to the event.

This snub comes amid Ronaldo’s continued dominance on the pitch with Al-Nassr in the Saudi Pro League, where he’s scored prolifically and led the team to titles. Off-field, his brand empire includes fashion, fragrances, and now digital media, proving his adaptability beyond football. Haddad, meanwhile, has seen his following surge post-win, with collaborations and endorsements pouring in. His content often features Ronaldo-inspired challenges, making the victory a full-circle moment for the young creator.

The awards also celebrated other stars: Erling Haaland as Best Men’s Player, Aitana Bonmatí as Best Women’s Player, and Real Madrid as Best Men’s Club. Ronaldo, no stranger to accolades, took home the Best Middle East Player award for the third time, a consolation that underscored his regional impact. Yet, the content creator category loss sparked debates online about the criteria—does subscriber count trump creativity? Fans flooded social media, some decrying the decision as a “robbery,” while others praised Haddad’s fresh approach.

At its core, this event reflects the evolving intersection of sports and social media. Ronaldo’s YouTube success has inspired athletes worldwide to embrace content creation, blurring lines between player and influencer. As 2025 wraps up, the snub might fuel Ronaldo’s drive for more digital dominance, perhaps aiming for a comeback in future awards. For now, Haddad’s bold “SIUUU” stands as a cheeky tribute and a reminder that in the content game, innovation can outshine even the greatest legends.