Portuguese footballer Cristiano Ronaldo popularised the Siu celebration during his years at Real Madrid and later at Juventus and Manchester United, jumping, spinning in mid air and landing with arms wide while shouting Siu, from the Spanish word for yes. Fans in stadiums began copying the shout in unison, and short clips spread widely on social media during match highlights and goal compilations. The isolated shout later became a standalone meme sound, used far beyond football to mark any confident win.