Dentsu Creative Engineers Most Successful YouTube Launch in History for URCristiano

Dentsu Creative Iberia, in partnership with CR7 Media, has delivered the most successful YouTube channel launch of all time, seeing Cristiano Ronaldo’s ‘URCristiano’ 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. URCristiano 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 URCristiano, 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 said, "This project pushes the boundaries of YouTube and entertainment, reaching a highly diverse global audience - from football fans to wellness enthusiasts. URCristiano 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." 

Tomás Froes, CEO Dentsu Creative Iberia said, "URCristiano 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 said, “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!”