Football icon fronts “I Came for Football, I Stayed for More” as Saudi Arabia unveils year-round calendar of world-class sports, culture, and entertainment
India, September 2, 2025: The Saudi Tourism Authority (STA), under its consumer-facing brand “Saudi, Welcome to Arabia”, has unveiled its latest campaign featuring global football legend Cristiano Ronaldo. Titled “I Came for Football, I Stayed For More”, the campaign showcases Saudi Arabia as a destination that blends high-profile sporting events with vibrant cultural, fashion, film, and entertainment experiences.
Targeting key markets including Europe, India, and China, the campaign highlights Saudi’s extended season of sports and entertainment, positioning it as one of the world’s most exciting destination calendars. Harnessing TV, social, digital, and online travel platforms, the film features Ronaldo experiencing cornerstone events across Riyadh, Jeddah, and AlUla — from roaring stadiums to cultural showcases.
Saudi’s upcoming hosting portfolio includes the FIFA World Cup 2034, AFC Asian Cup 2027, Esports Olympic Games 2027, and Asian Winter Games 2029. Its regular calendar also features international events such as Formula 1, the Esports World Cup, LIV Golf Riyadh, and the Saudi Pro League, alongside cultural highlights like Riyadh Fashion Week, the Red Sea International Film Festival, and Riyadh and Jeddah Seasons.
His Excellency Ahmed Al Khateeb, Minister of Tourism for Saudi Arabia, said:
> “Today, Saudi is cementing its place as a global destination that combines cultural authenticity, warm hospitality, and the thrill of world-class events. We are committed to creating unforgettable visitor experiences.”
Fahd Hamidaddin, CEO of the Saudi Tourism Authority, added:
> “This campaign with CR7 showcases Saudi’s vision. Since 2018, we have hosted over 100 international events. With our growing calendar, we are on track to welcoming 150 million visitors by 2030.”
Cristiano Ronaldo, one of Saudi’s most prominent foreign residents, commented:
> “Being part of Saudi’s journey as a global sports hub has been truly special. What I admire most is how it honors its roots while building for the future — from camels to esports, from the desert to the stadium, this is where young athletes can dream big.”
Saudi has committed $800 billion to its tourism sector under Vision 2030, with the industry projected to contribute $16.5 billion to GDP by 2030. Investments in stadiums, arenas, and grassroots programs are shaping Saudi’s legacy as a leader in global sports and entertainment tourism.
About Saudi Tourism Authority (STA):
The Saudi Tourism Authority is responsible for promoting Saudi Arabia as a premier global destination. Through strategic campaigns, partnerships, and investments, STA drives tourism growth in line with Vision 2030, showcasing the Kingdom’s diverse culture, world-class events, and unmatched hospitality.
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