September 1, 2025 | Press Release

Saudi Arabia’s latest tourism push has a new face — and it’s one of the most recognisable athletes on the planet. Cristiano Ronaldo, now a familiar resident of Riyadh thanks to his stint with Al Nassr, stars in the Saudi Tourism Authority’s (STA) new global campaign “I Came for Football, I Stayed for More.”

The campaign, which rolls out across Europe, India, and China, positions Saudi as far more than a sports destination. From Formula 1 in Jeddah to the Red Sea International Film Festival in Jeddah, from Riyadh Fashion Week to AlUla’s art biennales, the country is presenting itself as a year-round hub of sports, entertainment, and culture.

At the heart of the campaign is a short film where Ronaldo sits in the stands, marvelling at the scale of Saudi’s sporting ambition — from traditional camel racing to esports arenas buzzing with young talent. The message is clear: Saudi’s calendar isn’t just full, it’s “unreal.”

Officials say this calendar is more than marketing spin. With FIFA World Cup 2034, the Asian Cup 2027, Esports Olympic Games 2027, and the Asian Winter Games 2029 already confirmed, Saudi is doubling down on events as a pillar of Vision 2030. Fahd Hamidaddin, CEO of the STA, noted that since 2018 the Kingdom has hosted over 100 major international events and is targeting 150 million visitors annually by 2030.

Tourism Minister Ahmed Al Khateeb framed the effort as part of a broader transformation: “Saudi is cementing its place as a global destination that combines cultural authenticity, warm hospitality, and the thrill of world-class events.”

For Ronaldo, who admits he never expected to be part of Saudi’s sporting story, the campaign feels personal. “From camels to horses, racing to esports, from the desert to the stadium — this is where the future of sport is being written,” he said.

Behind the star power lies serious investment. Saudi has committed $800 billion to develop its tourism sector, projected to be worth $22.4 billion by 2030, contributing $16.5 billion to GDP. Much of that will come through sports and entertainment, supported by new arenas, upgraded infrastructure, and grassroots programs designed to inspire a generation.

For now, the Kingdom is betting that Ronaldo’s global appeal will help put its “Unreal Calendar” on the map — and convince travellers to stay a little longer in the Heart of Arabia.