Karim Benzema, the 2022 Ballon d'Or winner and former Real Madrid star, has resurfaced on Instagram after a prolonged absence. The French striker, now plying his trade for Al-Ittihad in Saudi Arabia, deactivated his account in late December amid a wave of criticism from local media and fans. His return on Friday, February 9, 2024, came through a partnership with GQ Middle East, marking a new chapter in his controversial Saudi adventure.
Benzema's Instagram account, which boasted nearly 76 million followers, had been dormant for over a month. The decision to disable it followed a humiliating 5-2 defeat to Al Nassr on December 27, 2023, a match that magnified the growing discontent surrounding his move to the Middle East. At the time, many Saudi journalists questioned his commitment, pointing to his delayed return to preseason training, rumored tensions with manager Marcelo Gallardo, and a perceived lack of impact on the pitch.
A controversial arrival in Saudi Arabia
Benzema joined Al-Ittihad in June 2023 on a free transfer after a storied 14-year spell at Real Madrid. The move was part of the Saudi Pro League's ambitious recruitment drive, which also saw Cristiano Ronaldo, Neymar, and N'Golo Kanté head to the kingdom. However, Benzema's adaptation has been far from smooth. Despite scoring 12 goals in 20 appearances across all competitions, he has faced relentless scrutiny for his body language, fitness levels, and off-field priorities.
Local sports pundits have been particularly vocal. Some accused him of lacking the professionalism expected of a Ballon d'Or winner, while others pointed to his frequent absences from training sessions. The tension with Gallardo reportedly escalated after Benzema missed a team flight to a Champions League match, leading to his exclusion from the squad for the league fixture against Al-Taï on February 7.
Instagram cleanse and new direction
Upon his return to Instagram, Benzema executed a complete purge of his feed. All previous posts—including those showcasing his time at Al-Ittihad, training clips, and match celebrations—were deleted. In their place, he uploaded only a handful of curated images: a fresh collaboration with GQ Middle East, posts promoting several luxury brands, and the iconic photo of him holding the Ballon d'Or awarded on October 17, 2022.
This digital clean-up signals a deliberate rebranding effort. By removing all club-related content, Benzema may be distancing himself from the mounting pressure in Saudi Arabia, or perhaps preparing for a potential exit. The Ballon d'Or picture serves as a reminder of his achievements, subtly reinforcing his legacy while downplaying current struggles.
Background: from Lyon to global stardom
Karim Mostafa Benzema was born on December 19, 1987, in Lyon, France, to Algerian parents. He began his career at Olympique Lyonnais, where he won seven Ligue 1 titles and was the league's top scorer in 2008. His move to Real Madrid in 2009 for €35 million turned him into a club legend. Over 14 seasons, he scored 354 goals in 648 appearances, winning 4 La Liga titles, 3 Copa del Rey trophies, and a record 5 UEFA Champions League titles. In 2022, he won the Ballon d'Or after a remarkable season in which he netted 44 goals and led Madrid to the Champions League and La Liga double.
Internationally, Benzema's career was marred by controversy. He was frozen out of the French national team for over five years due to his alleged involvement in a sextape blackmail scandal involving teammate Mathieu Valbuena. Despite his eventual return for Euro 2020, his relationship with manager Didier Deschamps remained strained. In December 2022, Benzema announced his retirement from international football at age 35, just before the World Cup final, after a series of injuries and disagreements with the coaching staff.
Financial and commercial appeal
Benzema's Instagram return also underscores his immense commercial value. His account, even after the purge, remains a powerful platform for brand endorsements. The collaboration with GQ Middle East is likely just one of many planned campaigns. In Saudi Arabia, where football is tied to Vision 2030's soft power ambitions, Benzema's image—both on and off the pitch—is crucial to the league's global marketing.
Yet, the conflict between his personal brand and team obligations has become apparent. Critics argue that he prioritizes lifestyle and sponsorship deals over team performance. The deletion of Al-Ittihad posts could be interpreted as a strategic move to realign his public persona with high-end fashion and luxury, rather than the daily grind of Saudi football.
Al-Ittihad's season and Benzema's future
Al-Ittihad currently sits fourth in the Saudi Pro League, trailing behind Al-Hilal, Al-Nassr, and Al-Ahli. Coach Gallardo, appointed in November 2023, has struggled to integrate Benzema into a system that relies on constant pressing and team cohesion. The club's recent elimination from the AFC Champions League also raised questions about the squad's depth and morale.
Rumors of a return to Europe or a move to a less demanding league have circulated. Turkish clubs and a few MLS sides have been mentioned, but Benzema's astronomical salary—reported at €200 million per year—makes a transfer nearly impossible for most. His contract with Al-Ittihad runs until 2026, with an option for a further year.
Meanwhile, the Saudi Arabian federation is keen to maintain the image of its star imports. Benzema's Instagram comeback, though personal, may also be part of a broader PR strategy to project stability and engagement. By appearing in high-profile collaborations, he reaffirms his relevance in the global sports-lifestyle nexus.
Reactions and social media buzz
The Frenchman's return to Instagram triggered mixed reactions. Fans from his Real Madrid days flooded his posts with nostalgic comments, while Al-Ittihad supporters expressed frustration over the removal of club content. Some accused him of disrespecting the team, while others defended his right to manage his online presence. The hashtag BenzemaReturn trended briefly on X (formerly Twitter) in the Middle East.
Notably, Benzema did not respond to any of the criticism, maintaining his characteristically reserved public stance. His last direct interaction with fans came in December, when he posted a cryptic message about "focusing on what matters." Since then, he has let his actions—or inactions—speak for themselves.
Career highs and lows: a deeper look
To understand Benzema's current situation, one must appreciate his career's oscillating nature. At Real Madrid, he was often overshadowed by Ronaldo, yet he evolved into a world-class striker after CR7's departure. His 2021-22 season was arguably the best of his career. Off the field, he has faced legal troubles: in 2021, he was found guilty of complicity in an attempted blackmail and sentenced to one year in prison (suspended). He also had a complex relationship with the French public, divided between admiration for his football and criticism of his personality.
In Saudi Arabia, the stakes are different. The league is still developing its competitive reputation, and big-name arrivals are expected to elevate the product. Benzema, however, has often seemed disengaged. His body language during matches—slumped shoulders, minimal celebration—has been scrutinized. Yet those close to him say he is simply adapting to a new culture and slower pace of life.
The Instagram move is the latest chapter in a saga that combines football, celebrity, and geopolitics. While the platform may seem trivial, it reflects the delicate balancing act Benzema must perform: satisfying the demands of a hyper-connected fanbase, a demanding club, and his own commercial interests.
As of mid-February 2024, Bentema's next move on the pitch remains uncertain. Al-Ittihad faces Al-Fateh on February 15, and it is unclear whether Gallardo will recall him. Off the pitch, his Instagram feed will be watched closely for any hints about his mindset. One thing is certain: Karim Benzema, whether loved or criticized, knows how to command attention.
Source: L'Équipe News