Sentiment Analysis of Users’ Tweets on X Regarding the Saudi Investment in Newcastle United Football Club Using the Big Data Framework

Abstract

This study analysed the sentiments expressed in users’ tweets on X (formerly Twitter) regarding the Saudi investment in Newcastle United Football Club as well as related topics that captured their attention. The study provides an analytical perspective by utilising artificial intelligence (AI) tools for sentiment analysis to measure public attitudes, thus leveraging the big data framework on social media platforms and the informational richness they offer. The analysis sheds light on the attitudes and sentiments of the users of X users towards Saudi investment in global sports.Further, the study highlights the importance of the informational value and significance of data from X in understanding public opinions and sentiments on various issues and topics, particularly given the increasing usage of these platforms. It emphasises that classifying sentiments derived from social media content can provide valuable insights to guide clear decision-making based on understanding people’s feelings towards specific issues. The study’s findings also reveal the significance of investing in global sports as a means to enhance the country’s image in the eyes of the global public. This was evident from the widespread engagement with the Saudi investment in Newcastle United Football Club, which sparked extensive interaction across various countries worldwide.Furthermore, this investment movement positively impacted Saudi Arabia’s digital and media presence, particularly following Newcastle’s victory in their first championship in 70 years, which generated significant engagement on digital platforms. This interaction was closely linked to Saudi Arabia’s ongoing efforts to strengthen its soft power on the international stage. The sentiment analysis of users’ tweets on X revealed that neutral sentiments were the most prevalent, followed by positive and then negative sentiments. The analysis also indicated that the topics that garnered the most attention were those related to Newcastle United’s performance after the Saudi investment, future signing plans supported by the public investment fund (PIF), and the club’s performance transformation following the PIF’s acquisition.