The Saudi Tourism Authority has launched a new campaign under its “Saudi, Welcome to Arabia” brand featuring Cristiano Ronaldo. Titled “I Came for Football, I Stayed for More,” the initiative is being rolled out across China, India, and Europe.
“Being part of Saudi’s journey as a global sports hub has been truly special and somehow unexpected for me a few years ago,” said Cristiano Ronaldo.
“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.”
The campaign promotes Saudi Arabia’s extended season of sports, entertainment, film, fashion, and cultural events. It highlights year-round activities in Riyadh, Jeddah, and AlUla, supported by curated travel packages.
Saudi Arabia is set to host the FIFA World Cup 2034, AFC Asian Cup 2027, Esports Olympics Games 2027, and Asian Winter Games 2029. Its annual calendar also features international events including the Esports World Cup, Formula 1, LIV Golf Riyadh, Tennis, and the Saudi Pro League (RSL).
Fahd Hamidaddin, CEO of the Saudi Tourism Authority, said: “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.”
