The Saudi Tourism Authority (STA), under its consumer-facing brand 'Saudi, Welcome to Arabia,' has launched a new campaign featuring footballer Cristiano Ronaldo. Titled 'I Came for Football, I Stayed For More', the campaign aims to promote Saudi Arabia’s annual calendar of sports, entertainment, and cultural events.
The campaign is being rolled out in Europe, India, and China, and is supported through television, social media, digital platforms, and online travel agencies. It is part of Saudi’s ongoing efforts to position itself as a tourism destination with a wide-ranging offering beyond football.
The promotional film features Ronaldo attending various events in Saudi Arabia, drawing comparisons between them and his own sporting career. The film progresses from subdued tones to colour, depicting a variety of events and activities available throughout the country.
The campaign showcases events held in cities including Riyadh, Jeddah, and AlUla. With Saudi set to host major sporting events such as the FIFA World Cup 2034, AFC Asian Cup 2027, Esports Olympics Games 2027, and Asian Winter Games 2029, the country continues to add to its existing line-up, which includes the Esports World Cup, Formula 1, LIV Golf Riyadh, tennis, and the Saudi Pro League.
Cultural and entertainment events are also a focus, with annual fixtures like Riyadh Fashion Week, the Red Sea International Film Festival, and various arts biennales. The 'Seasons' festivals in Riyadh and Jeddah, along with performances by regional and international artists, form a core part of the calendar.
His Excellency Ahmed Al Khateeb, Minister of Tourism for Saudi, said, "Today, Saudi is cementing its place as a global destination that combines cultural authenticity, warm hospitality, and the thrill of world-class events. In the tourism sector, we remain steadfast in our commitment to developing a seamless landscape that inspires the world and provides visitors with unforgettable experiences."
Fahd Hamidaddin, CEO of the Saudi Tourism Authority, added, "This campaign with CR7 is a showcase of Saudi today, and our ambitions. Tourism is a core component of our vision, and we are continuously expanding our offerings. Since 2018 we’ve hosted over 100 major international events, and as our calendar continues to expand, we’re on track to reach our goal of 150 million visitors by 2030. From world class events to iconic sites and breathtaking landscapes, Saudi is a land of discovery. We are committed to welcoming the world to join us in the Heart of Arabia, to stay a while and witness the future unfold in real time."
Cristiano Ronaldo said, "Being part of Saudi’s journey as a global sports hub has been truly special and somehow unexpected for me a few years ago. Today, the truth is, that from the energy of the fans to the scale of ambition — this is where the future of sport is being written. What I admire most about Saudi is how it honours its roots while building for the future. From camels to horses, racing to esports, from the desert to the stadium — this is a place where every young athlete can dream big."
Saudi Arabia is investing heavily in tourism as part of its Vision 2030 strategy to diversify the economy. The country has committed $800 billion to the sector, which is projected to reach a market value of $22.4 billion and contribute $16.5 billion to GDP by 2030.
Events are a central part of this plan, supporting increased visitor numbers, infrastructure development, employment, and youth engagement. Ongoing investment in stadiums, venues, and grassroots programmes aims to position Saudi Arabia as a destination for sports and entertainment tourism.
