Football superstar Cristiano Ronaldo has taken center stage in Saudi Tourism Authority’s (STA) latest global campaign, “I Came for Football, I Stayed For More.” Launched under the brand “Saudi, Welcome to Arabia,” the initiative is designed to reposition the Kingdom as one of the world’s most dynamic destinations, promoting its expanding calendar of sports, cultural, fashion, and entertainment events.The campaign, rolling out across Europe, India, and China, uses a cinematic film featuring Ronaldo to showcase the breadth of Saudi Arabia’s offerings. The story follows the Portuguese forward as he experiences the energy of major events in Riyadh, Jeddah, and AlUla, moving from the football pitch to the roar of diverse international crowds. The message is clear: Saudi is no longer just a stop for sport but a place to stay longer and explore more.Saudi’s credentials as a sporting hub are a central focus. Already host to Formula 1, LIV Golf, major tennis tournaments, the Esports World Cup, and the Saudi Pro League, the Kingdom is also preparing for global showpieces including the FIFA World Cup 2034, the AFC Asian Cup 2027, the Esports Olympic Games 2027, and the Asian Winter Games 2029.But the “Unreal Calendar” extends beyond sport. It brings attention to Saudi’s growing presence in fashion, film, and the arts. Flagship events such as Riyadh Fashion Week, the Red Sea International Film Festival, the Riyadh and Jeddah Seasons, and large-scale concerts like MDLBeast signal an ambitious cultural push aimed at international audiences.Tourism leaders framed the campaign as part of the Kingdom’s long-term strategy. His Excellency Ahmed Al Khateeb, Minister of Tourism, said Saudi is “cementing its place as a global destination that combines cultural authenticity, warm hospitality, and the thrill of world-class events.” Fahd Hamidaddin, CEO of the Saudi Tourism Authority, noted that since 2018 Saudi has hosted over 100 international events, adding: “With our expanding calendar, we are on track to welcome 150 million visitors by 2030.”For Ronaldo, who joined the Saudi Pro League in 2023, the campaign reflects his personal connection to the country’s transformation. “Being part of Saudi’s journey as a sports hub has been truly special,” he said. “From the passion of the fans to the scale of ambition, this is where the future of sport is being written. What inspires me most is how Saudi honors its traditions while building a bold future.”By tying one of football’s biggest names to its cultural and sporting calendar, Saudi Arabia is making a clear pitch to the world: this is not just a destination for matches, but for experiences that extend far beyond the field.
