Mastercard achieves its first Guinness World Records™ title in Saudi Arabia with its “Priceless Dribble” campaign
GUINNESS WORLD RECORDS™campaign unites 50 nationalities over shared passion for football
Mastercard has achieved a Guinness World Records™ title for the Most nationalities passing a football with its “Priceless Dribble” campaign in the Saudi capital Riyadh that has become a symbol of unity in the Kingdom. As Saudi Arabia gears up to becoming a global hub for sports events, people of 50 nationalities passed the ball to each other in a powerful show of togetherness along Highway 10, the world’s longest straight road right here in the Kingdom.
Inspired by shared moments of football magic that transcend borders, Priceless Dribble celebrated fans’ love for the sport, fostering deeper connections, excitement and engagement at scale. The inclusive, community-focused event highlighted the power of diversity and teamwork.
The campaign proved that unity isn’t just an idea, it’s a movement, and reminded the world that when people come together, they don’t just break records, they build something priceless. Each pass represented more than skill – it symbolized connection, culture and collective pride.
The campaign was accompanied by the launch of Mastercard Mondays, a weekly trivia night hosted on the online football platforms Kooora and Goal. The competition gives fans the opportunity to test their UEFA Champions League knowledge for a chance to win a jersey signed by football legend and Mastercard ambassador Luis Figo.
“At Mastercard, we are committed to connecting people to their passions. We are proud of our Priceless Dribble campaign that harnessed the strong passion for football among Saudi Arabia’s diverse population to bring together fans of the beautiful game regardless of team rivalries.
From city streets to national landmarks, a football became a symbol of shared purpose. As people from around the world came together to pass the ball, a new record was set, and with it, a powerful message of connection, belonging and hope,” saidAdam Jones, division president, West Arabia, Mastercard.
Mastercard is celebrating 30 years as an official sponsor of the UEFA Champions League, consistently bringing fans closer to their favorite game through unique and unforgettable experiences. With football ranking as the most followed sport in Saudi Arabia, and the UEFA Champions League among the Kingdom’s most talked-about sporting events, Saudi Arabia was the perfect place to stage this historic moment.
