Cristiano Ronaldo has taken center stage in the Saudi Tourism Authority’s (STA) latest campaign, “I Came for Football, I Stayed For More,” launched under the consumer brand “Saudi, Welcome to Arabia.”
The campaign introduces Saudi Arabia’s Unreal Calendar, showcasing a year-round lineup of international sports, entertainment, culture, and fashion events.
The new campaign, featuring Cristiano Ronaldo, has been rolled out across key international markets including Europe, India, and China.
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Designed to highlight Saudi Arabia as more than just a sporting hub, the campaign captures its diverse offerings—from Formula 1, esports, and LIV Golf Riyadh to the Red Sea International Film Festival and Riyadh Fashion Week.
The promotional film follows Cristiano Ronaldo as he immerses himself in Saudi’s energy, comparing sports to his own, while vibrant visuals highlight the Kingdom’s growing cultural and entertainment landscape.
Saudi’s Expanding Global Sports and Entertainment Portfolio
Saudi Arabia is rapidly positioning itself as a global hub for major international events. The country is set to host the FIFA World Cup 2034, AFC Asian Cup 2027, Esports Olympics Games 2027, and the Asian Winter Games 2029.
Its regular events calendar already includes the Esports World Cup, Formula 1, Saudi Pro League (RSL), LIV Golf Riyadh, and high-profile tennis tournaments.
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Beyond sports, Saudi’s cultural calendar features Riyadh Fashion Week, the Red Sea International Film Festival, and Arts Biennales, along with music, comedy, and regional performances.
His Excellency Ahmed Al Khateeb, Saudi’s Minister of Tourism, said: “Today, Saudi is cementing its place as a global destination that combines cultural authenticity, warm hospitality, and the thrill of world-class events.”
Fahd Hamidaddin, CEO of the Saudi Tourism Authority, added: “This campaign with Cristiano Ronaldo is a showcase of Saudi today and our ambitions. Since 2018 we’ve hosted over 100 major international events, and we’re on track to welcome 150 million visitors by 2030.”
Cristiano Ronaldo on Saudi’s Sporting Future
Speaking about his role in Saudi’s tourism journey, Cristiano Ronaldo said: “Being part of Saudi’s journey as a global sports hub has been truly special. From the energy of the fans to the ambition of the nation — this is where the future of sport is being written.”
Saudi Arabia has committed $800 billion to develop its tourism sector as part of its Vision 2030 economic diversification goals. By 2030, the sector is projected to reach $22.4 billion in market value and contribute $16.5 billion to GDP. Investments in stadiums, arenas, and grassroots programs aim to cement Saudi’s position as a leader in sports tourism and global entertainment.
