Saudi unveils new campaign starring Cristiano Ronaldo
Representative Image
The campaign highlights Saudi’s diverse, year-round sports and entertainment events held across Riyadh, Jeddah and AlUla, with curated packages making it ever easier to visit.
“Saudi, Welcome to Arabia” the consumer facing brand of the Saudi Tourism Authority (STA), launched its latest campaign starring Cristiano Ronaldo (CR7). Launching across key markets in Europe as well as India and China, “I Came for Football, I Stayed For More” aims to bring to life a Saudi that offers visitors far more than the expected.
The film takes viewers on a journey through Saudi’s cornerstone events. The campaign highlights Saudi’s diverse, year-round sports and entertainment events held across Riyadh, Jeddah and AlUla, with curated packages making it ever easier to visit. As hosts of the FIFA World Cup 2034, AFC Asian Cup 2027, Esports Olympics Games 2027, Asian Winter Games 2029 among others, Saudi is bringing sport home. Its regular calendar includes events such as the Esports World Cup, Formula 1, LIV Golf Riyadh, Tennis, Saudi Pro League (RSL) - cementing its position as a hub for largescale events.
Ahmed Al Khateeb, Minister of Tourism for Saudi, stated: "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 also shared, “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 honors 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 is said to be investing to become a global hub for events, as part of its Vision 2030 goal of diversifying the economy and expanding the tourism sector. It has committed $800 billion to the sector, which is projected to reach $22.4 billion in market value by 2030 and contribute $16.5bn to GDP by 2030.
