When 128 Million Followers Meet Riyadh Season: The New Face of Global Soft Power
In the rapidly evolving world of digital entertainment, few personalities possess the same level of charisma and influence as Darren Watkins Jr., known globally as IShowSpeed. At just 20 years old, the American YouTube sensation has amassed a massive following of nearly 45 million subscribers on YouTube, over 41 million followers on Instagram, and 42.8 million followers on TikTok. According to Favikon, a leading AI-powered influencer analytics platform, IShowSpeed maintains an impressive influence score of 80 out of 100, with consistent growth of over 316,000 new followers in the last 30 days alone. In October 2025, his journey led him to Saudi Arabia during Riyadh Season, where he covered major sporting events with his signature high-octane style, demonstrating how Generation Z influencers are redefining sports media and its role as a tool of soft power.
IShowSpeed’s visit to Saudi Arabia coincided with Riyadh Season 2025, the Kingdom’s flagship festival running from October to March, offering a blend of cultural, entertainment, and sporting events. His packed schedule included participating as a keynote speaker at the Joy Forum on October 16, where he shared insights on the future of streaming and sports alongside MrBeast and actor Terry Crews. He then brought his chaotic charm to the Six Kings Slam tennis tournament, delivering an impromptu anime-style explanation of the sport mid-match. The highlight came at Al-Awwal Park on October 19, during Al-Nassr’s 5-1 victory over Al-Fateh, when Ronaldo scored a spectacular goal and invited IShowSpeed to join the drummer-led celebrations, igniting the crowd with his spontaneous moves.
What distinguishes IShowSpeed’s coverage is its absolute authenticity. His live streams, which attract millions of concurrent viewers, make major events feel more accessible and relatable, especially for younger audiences. This approach aligns perfectly with Saudi Arabia’s vision to establish itself as a global hub for sports and entertainment. IShowSpeed was honored as the Most Influential Soccer Creator at the GOAL Champions Awards in 2024, confirming his role in increasing soccer’s popularity, particularly in new markets such as the United States. His unscripted reactions add a human and emotional dimension to major sporting competitions that traditional media cannot replicate.
Soft power, as defined by Joseph Nye, is the ability to influence others to achieve desired outcomes through attraction rather than coercion. In the digital age, social media influencers have become effective instruments for exercising this power, as they can showcase a country’s culture, values, and policies in an engaging and relatable manner. The effectiveness of influencer-driven soft power lies in its perceived authenticity. Unlike traditional state-sponsored media campaigns, influencers like IShowSpeed bring their established audiences and genuine enthusiasm to their coverage. When IShowSpeed expresses excitement about Saudi Arabia’s sporting events, his 128 million followers across platforms perceive it as a personal recommendation rather than paid promotion, creating an authenticity multiplier effect that makes influencer engagement particularly valuable for nations seeking to enhance their international image.
The partnership between IShowSpeed and the Saudi sports scene appears natural and logical. His long-standing obsession with Ronaldo perfectly complements Al-Nassr’s star-studded lineup. Saudi organizers have proactively engaged with him, positioning IShowSpeed as a bridge to global youth culture. His October appearances showcased Riyadh’s world-class venues like SEF Arena and Boulevard City as dynamic centers of excitement and entertainment. The strategic value of this partnership extends beyond immediate viewership numbers. By associating with influencers who rank in the top percentiles of their categories globally, Saudi Arabia demonstrates a sophisticated understanding of modern media dynamics.
IShowSpeed’s value lies in his spontaneous and unpolished energy. Unlike traditional sports programming, his live feeds capture the sweat, spontaneity, and joy, making premium events feel inclusive and fostering genuine engagement. In a fragmented media landscape, IShowSpeed demonstrates that influencers are not replacing journalism; they are enhancing it, transforming spectacles into shared global experiences. As Riyadh Season continues, IShowSpeed’s chapter in Saudi Arabia hints at bigger collaborations ahead. With IShowSpeed at the forefront, sports coverage transcends mere scores and statistics—it becomes a movement, fueled by passion and unpredictability. The Kingdom’s investment in influencer partnerships represents a forward-thinking approach to soft power projection, one that recognizes the shifting media landscape and the central role of digital creators in shaping global perceptions and cultural trends.
