Mastercard has secured a Guinness World Records title in Saudi Arabia after participants from 50 nationalities passed a football along Riyadh’s Highway 10 on December 18, 2025. The “Priceless Dribble” campaign set the record for the most nationalities passing a football, according to the company.
The event took place along Highway 10, which Mastercard identifies as the world’s longest straight road. Participants represented 50 different nationalities currently residing in the Kingdom.
Key Takeaways
- Mastercard achieved its first Guinness World Record in Saudi Arabia
- 50 nationalities participated in passing a football along Highway 10 in Riyadh
- The campaign launched alongside Mastercard Mondays, a weekly UEFA Champions League trivia competition
Record-Setting Event in Riyadh
The Guinness World Record was established for the most nationalities passing a football in a single event. According to Mastercard, the initiative aimed to bring together football fans from diverse backgrounds in the Saudi capital.
“At Mastercard, we are committed to connecting people to their passions,” said Adam Jones, division president for West Arabia at Mastercard. He added that the campaign brought together fans regardless of team allegiances.
Campaign Components and Timeline
The Priceless Dribble campaign includes a digital component called Mastercard Mondays. This weekly trivia competition runs on Arabic football platforms Kooora and Goal, offering participants a chance to win a jersey signed by Luis Figo, a Mastercard ambassador and former footballer.
The campaign coincides with Mastercard’s 30-year anniversary as an official UEFA Champions League sponsor. Football ranks as the most-followed sport in Saudi Arabia, with the UEFA Champions League among the Kingdom’s most-watched sporting events, according to the company.
Saudi Arabia’s Sports Development Context
The event aligns with Saudi Arabia’s expanding role as a host for international sporting events. The Kingdom has invested significantly in sports infrastructure and events as part of its economic diversification strategy.
Highway 10 in Saudi Arabia stretches across the country’s desert landscape. The location provided space for the multi-nationality football-passing event that resulted in the Guinness World Record.
