Cristiano Ronaldo Fronts Saudi’s Unreal Calendar, Welcomes Travellers To “Stay For More” In Saudi Tourism’s Latest Campaign
Cristiano Ronaldo’s “I Came for Football, I Stayed for More” serves proof that when in Saudi, there is always more to stay for. The newly launched campaign turns the attention to Saudi’s exciting calendar for travellers.
Sep 1, 2025
You might land in Saudi with a checklist in hand, but you'll almost certainly return with much more; that is the thing about this destination. Now, even global football superstar Cristiano Ronaldo has put his stamp of approval on Saudi, fronting a new campaign, “I Came for Football, I Stayed for More.”
“Saudi, Welcome to Arabia”, the consumer facing brand of the Saudi Tourism Authority (STA) has launched its latest campaign starring CR7 -- highlighting Saudi’s ever-growing calendar across sports, entertainment, culture, and more. The campaign is live across key markets in Europe as well as India and China to offer visitors far more than what they expect when in Saudi.
CR7 Fronts Saudi’s Unreal Calendar
The campaign film features football superstar and Saudi’s most famous foreign resident, Cristiano Ronaldo, sitting in the stands and comparing the different sports to his own. Ronaldo came for football but stayed for more – the film reveals what captivates the star and what’s next on his journey in Saudi.
Saudi’s Calendar of Sports
Sports and Saudi go together today with the region’s ever-expanding and rich sporting landscape across Riyadh, Jeddah, and AlUla . Saudi’s Unreal Calendar spotlights year-round sports events, including Esports World Cup, Formula 1, LIV Golf Riyadh, Tennis, Saudi Pro League (RSL), FIFA World Cup 2034, AFC Asian Cup 2027, Esports Olympics Games 2027, and Asian Winter Games 2029.
With Saudi destined to become a global sports hub, footballer Cristiano Ronaldo shares, “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.”
Fashion, Art & Entertainment
Beyond Saudi’s phenomenal sporting experiences, the Unreal Calendar features a thriving fashion and art scene, making the destination a magnet for the world’s style and culture elites.
With events like Riyadh Fashion Week, the Red Sea International Film Festival, Arts Biennales, and the eponymous Seasons to be held in Riyadh and Jeddah, Saudi’s art and culture is shining brighter than ever, setting the destination apart on the global stage.
Global music, regional acts, and top comedians are also finding a stage in the region, turning its cultural calendar into a dynamic one.
His Excellency Ahmed Al Khateeb, Minister of Tourism for Saudi, states, “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, adds, “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.”
A Global Hub in the Making
All of Saudi's ambitious investments tie directly into its Vision 2030 goal of diversifying its economy and elevating tourism. While 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, this move is way beyond just numbers–these large-scale events create jobs, drive infrastructure growth, boost tourism, and inspire youth engagement–all clear signs that Saudi is charting the right course. Also, the investments in stadiums, arenas, and grassroots programmes are shaping Saudi’s legacy as a leader not only in global sports tourism, but wider entertainment. In fact, this is only the beginning of what’s to come. Because when in Saudi, you’ll always have more reasons to come back or stay on!
Explore Saudi’s Unreal Calendar here