How can a single ‘post’ click on Instagram generate more than ten million Saudi riyals in seconds?

According to the Hopper HQ Rich List for 2024, Cristiano Ronaldo earns about $3.43 million per sponsored post in front of his audience of over 633 million followers, followed by Lionel Messi at $2.73 million, then Virat Kohli, Neymar, LeBron James, and other sports stars (hopperhq.com). When Dr. Talal Al-Maghrabi shared these figures in his recent LinkedIn post, the question became urgent: Could this massive soft power be transformed into an endowment asset that nourishes the good like stadiums feed goals?

In this article on “The Third Bank,” we explore the concept of “Players’ Endowment”—a public investment endowment model that acquires the image rights and digital reputation of athletes and redirects part of the revenue to sustainable community and developmental programs, with financial and legal governance that matches the best global practices. We will trace the roots of the idea in the jurisprudence of endowment, dismantle its legal and financial mechanisms, and then outline a practical roadmap to convert the fame of stars into a continuous stream of income.

1. From the Concept of “Mosque Endowment” to “Player Endowment”

Since the advent of Islam, endowments have formed an economic arm for sustaining goodness; they disrupt the asset for preservation and expend the proceeds on benefits. If the asset was historically agricultural land or a commercial market, the 'asset' in the era of the sports economy can be the image rights and digital reputation of a professional player managed within an investment endowment fund subject to the regulations of the General Authority for Endowments and the approved endowment investment funds by the Capital Market Authority. (web.awqaf.gov.sa, icd-ps.org)

2. Why Players Specifically?

  • Influence Power: Cristiano Ronaldo has over 633 million followers on Instagram, and the value of a sponsored post is estimated at $3.43 million, topping the “Instagram Rich List” for 2024. Next is Lionel Messi at $2.73 million, then Virat Kohli at $1.46 million, followed by Neymar, LeBron James… and others at the bottom of the list. (hopperhq.com)
  • Directability: Sponsorship contracts allow the endowment to include behavioral clauses (positive content, community service hours, participation in value-based campaigns).
  • Diverse Returns: In addition to direct advertisements, there are charitable match tickets, paid digital content, licensed merchandise, and NFT rights.

3. The Proposed Financial Model

  1. Establish a Licensed Sports Endowment Fund (similar model to the endowment investment funds for the authority).
  2. Purchase a share of image rights or sign a partnership contract with the player (or their academy) that deducts a percentage of their advertising revenue for the benefit of the endowment (let's say 15-20% as an acceptable average in the talent management market).
  3. Capital Guarantee: Legally adjusted via “endowment on benefits”; here, the asset is the benefit of commercial rights and not the player's body itself, making it compliant with contemporary endowment jurisprudence.

  4. Profit Allocation:

    • 50% is reinvested to develop emerging sports talents (internal sustainability).
    • 30% for community service programs (neighborhood academies, sports scholarships, injury treatment clinics).
    • 20% for operational expenses, governance, and impact measurement.

4. Governance and Compliance

  • Regulatory Framework: Register the endowment with the General Authority for Endowments and link it to an endowment investment fund overseen by an independent custodian and a Sharia auditor.
  • Contract Transparency: Publish the operating ratio and returns annually—this is the point where users previously complained about the lack of transparency in fundraising campaigns.
  • Impact Measurement: Key Performance Indicators (KPIs) such as the number of beneficiaries of sports scholarships, hours of community participation, and growth in asset value (player rights).

5. Social and Value Impact

By leveraging a massive fan base, endowment initiatives can:

  • Instill values of discipline, fitness, and teamwork through player content.
  • Support the goals of Vision 2030 to increase sports participation to 40%, and enhance the contribution of the non-profit sector to the national output.
  • Provide role models for youth: the player becomes an ambassador for issues of education, health, or the environment, reinforcing the Kingdom's “soft power” outside the field.

6. A Brief Executive Roadmap

  1. Market Talent Study and identify players or academies eligible for partnership.
  2. Structure the Fund (foundational system, endowment conditions, board of trustees, custodian).
  3. Sharia and Legal Auditing of commercial rights contracts.
  4. Launch a Charity Subscription Campaign to attract endowment contributors (individuals and companies).
  5. Finalize Sponsorship Contracts with the player and define value content obligations.
  6. Manage Assets and Measure Impact with a mechanism for transparent quarterly reports.

7. From “Individual Skill” to “Values Platform”

The digital media has transformed the player from a physical talent into a high-yield digital asset. Through the “Players’ Endowment” model, we can invest this asset not only in generating profits but also in creating inspired individuals and empowered communities. The effective management of fame equals— and perhaps surpasses—the effective kicking of a ball into the net.

“Fame That Grows Impact”—When Following Millions Becomes a Sustainable Development Lever

The digital economy era has elevated fame to the status of an investment asset, but the true value lies not in the number of followers, but in this audience's ability to create tangible social transformation. When a player contributes their reputation, managed by a transparent endowment with a clear mission, every “like” becomes a step towards a vibrant illuminated stadium, or a scholarship for a gifted youth, or treatment for an injury that would have ended a dream early. Thus, a sports star transitions from a goal maker to an opportunity maker, and their soft power transforms into a developmental power that enhances Vision 2030 and writes a new chapter in the history of Islamic endowment; a chapter that proves that fame, when effectively invested, can grow impact as well as wealth.

References and Sources

  1. Hopper HQ. Instagram Rich List 2024. (Accessed on July 8, 2025) (hopperhq.com)
  2. [Graphic News] Ronaldo tops 2024 Instagram earnings list. The Korea Herald, 2024. (Accessed on July 8, 2025) (koreaherald.com)
  3. General Authority for Endowments (Saudi Arabia). The Law of the General Authority for Endowments (PDF). (Accessed on July 8, 2025) (awqaf.gov.sa)
  4. Saudi Capital Market Authority. Regulations and Rules of Investment Funds—Portal of Executive Rules. (Accessed on July 8, 2025) (cma.org.sa)
  5. Ahmad Zuhri et al. “Realizing Sharia Objectives in Maximizing Charitable Endowments,” Journal (ResearchGate), 2023. (Accessed on July 8, 2025) (researchgate.net)
  6. Vision Saudi Arabia 2030. Vision Document, website vision2030.gov.sa. (Accessed on July 8, 2025).