On September 12, during a Saudi Pro League match between Al-Taawoun and Al-Hilal, a small group of Al-Taawoun supporters directed inappropriate chants toward Al-Hilal midfielder Rúben Neves, invoking the name of his late former teammate Diogo Jota, who died in a car accident in July 2025. The chants occurred following Al-Taawoun’s heavy 6-0 home defeat, a match in which Al-Hilal’s forward line, featuring Ollie Watkins and Gabriel Martinelli, was notably effective.
Neves, visibly upset by the chants, made a gesture in the centre circle signaling disapproval and told reporters afterward, “I hope they don’t go to pray afterwards.” The incident drew widespread attention, including a public response from Cristiano Ronaldo, who posted on Instagram condemning the behavior and urging the league to take strict action, stating that such conduct "is no longer football" and that offenders should be banned from stadiums.
Al-Hilal subsequently filed an official complaint, and Al-Taawoun condemned the chants, describing them as unrepresentative of their supporters. In response, the Saudi Arabian Football Federation (SAFF) and the Saudi Pro League (SPL) issued statements condemning the conduct as inconsistent with the values of Saudi football and sportsmanship. Disciplinary measures were imposed on Al-Taawoun, including a fine of approximately £20,000 and a mandate to play two matches behind closed doors. Authorities emphasized that exploiting personal tragedies for abuse or provocation is unacceptable in Saudi football.
Reactions from within Saudi football highlighted the breach of cultural values of respect and hospitality. Prominent Saudi broadcaster Waleed al-Farraj criticized the chants as lacking humanity, distinguishing them sharply from the typical rivalry banter fans might engage in, such as fans shouting the name of a rival player. Saudi football legend Sami al-Jaber, who has also played in England with Wolves, expressed support for Neves and emphasized that the actions of the few did not represent Saudi society or its football community.
Some analysts suggest the incident exposes challenges the Saudi Pro League faces as it seeks to elevate its profile internationally. European football, where stadiums are subject to strict crowd regulation and where offensive chants are heavily policed, has set a precedent for managing fan behavior in high-profile leagues. Simon Chadwick, professor of Afro-Eurasian Sport at Emlyon Business School, noted that as the league attracts global stars like Ronaldo, it will need to adapt to the scrutiny and consequences that come with their presence. He also pointed to the potential involvement of governing bodies such as the Asian Football Confederation (AFC) and FIFA, which may implement or enforce codes of conduct if local authorities fail to maintain discipline.
Saudi Arabia is preparing to host the Asian Cup for the first time in January 2027 and is engaged in long-term plans for the 2034 World Cup. These developments add urgency to efforts aimed at maintaining standards of fan behavior and protecting the reputation of Saudi football on the global stage. The league’s response to the incident signals a willingness to address misconduct, although some observers believe stronger measures and a clearer message of zero tolerance toward such behavior are necessary to prevent future occurrences.