Translation of Social Media Posts: Saudi Football Clubs Social Media Posts as Case Study

Abstract

This study examines the translation strategies employed by Saudi football clubs Al Hilal and Al Nassr on their Arabic and English X accounts. Using a mixed-methods approach combining quantitative content analysis and qualitative discourse analysis, the research analyzed tweets over a 6-month period to evaluate translation accuracy, cultural adaptations, and engagement metrics. Findings revealed that both clubs predominantly use literal translation, but also employ cultural adaptation, paraphrasing, omission and addition strategies. Al Hilal's translations were found to be slightly more accurate than Al Nassr's. Culturally adapted posts generally received higher engagement from international audiences. The study identified challenges in translating sports-specific terminology and cultural references. While the clubs showed similar overall translation approaches, differences emerged in their handling of culturally-specific content. The research provides insights into effective bilingual social media strategies for football clubs seeking to expand their global reach, highlighting the importance of balancing linguistic accuracy with cultural sensitivity in sports communication.