Cristiano Ronaldo fronts Saudi Tourism’s new campaign “I Came for Football, I Stayed For More”
Riyadh, Saudi Arabia – September 2, 2025: The Saudi Tourism Authority (STA) has unveiled its latest global campaign starring football legend Cristiano Ronaldo, highlighting the kingdom’s growing reputation as a hub for sports, culture and entertainment.
The campaign, titled “I Came for Football, I Stayed For More”, showcases Saudi Arabia’s diverse year-round event calendar. Launching across Europe, India and China, the initiative promotes the country as more than just a sports destination, positioning it as a vibrant tourism hotspot.
In the campaign film, Ronaldo—Saudi’s most famous foreign resident—guides viewers through the kingdom’s flagship sporting and cultural events. From adrenaline-filled stadiums to vibrant cultural festivals, the narrative highlights Saudi’s transformation into a global stage for sports, music, fashion and film.
A global destination in the making
Saudi’s “Unreal Calendar” includes world-class events such as the FIFA World Cup 2034, AFC Asian Cup 2027, Asian Winter Games 2029, and the Esports Olympics Games 2027. The kingdom also hosts Formula 1, LIV Golf, the Saudi Pro League (RSL), major esports tournaments, and international tennis competitions, making it one of the busiest destinations for live events.
Beyond sports, Saudi’s cultural calendar is expanding rapidly with Riyadh Fashion Week, the Red Sea International Film Festival, arts biennales, and the Riyadh and Jeddah Seasons, which feature global music, comedy and theatre acts.
Leaders highlight tourism vision
Tourism Minister Ahmed Al Khateeb said Saudi is determined to cement its place as a global destination:
“We combine cultural authenticity and warm hospitality with world-class events. Our goal is to inspire the world and provide unforgettable experiences.”
Fahd Hamidaddin, CEO of STA, emphasized that tourism is central to the kingdom’s Vision 2030:
“Since 2018, Saudi has hosted over 100 international events. With our expanding calendar, we are on track to welcome 150 million visitors by 2030. Saudi today is a land of discovery, and we invite the world to witness the future unfold in real time.”
Ronaldo: Saudi writing the future of sport
Cristiano Ronaldo said being part of Saudi’s journey was “unexpected but special”:
“From the energy of the fans to the scale of ambition—this is where the future of sport is being written. What inspires me is how Saudi honors its roots while building for the future. From camels to horses, racing to esports, desert to stadium—this is where every young athlete can dream big.”
A $800 billion tourism investment
As part of Vision 2030, Saudi Arabia has committed $800 billion to tourism, a sector projected to hit $22.4 billion in market value and contribute $16.5 billion to GDP by 2030. Investments in stadiums, arenas, and grassroots programs are helping position the kingdom not just as a sports hub but as a broader global tourism and entertainment powerhouse.