Cristiano Ronaldo has become the face of Saudi Arabia’s latest tourism campaign, fronting a global drive to showcase the Kingdom’s growing calendar of world-class sports, culture and entertainment events.
Launched under the banner “Saudi, Welcome to Arabia”, the campaign — titled “I Came for Football, I Stayed For More” — highlights what Saudi officials are calling the country’s “Unreal Calendar”.
The initiative is rolling out across Europe, India and China, aiming to reposition Saudi Arabia as a year-round destination offering far more than its rapidly expanding football scene.
The campaign film sees Ronaldo — Saudi’s most high-profile resident since joining Al-Nassr in 2023 — move from monochrome to vibrant colour as he experiences the breadth of events now hosted across the Kingdom. From the roar of fans at stadiums to fashion, film and cultural festivals, the imagery is designed to capture Saudi’s ambitions as a hub for global live experiences.
Ronaldo said: “Being part of Saudi’s journey as a global sports hub has been truly special. What I admire most 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.”
Saudi Arabia is investing heavily in sport and entertainment as part of Vision 2030, its $800bn programme to diversify the economy. It is set to host the FIFA World Cup 2034, AFC Asian Cup 2027, Asian Winter Games 2029 and the Esports Olympic Games 2027, alongside regular fixtures such as Formula 1, LIV Golf, the Saudi Pro League and the Esports World Cup.
Beyond sport, the calendar features the Red Sea International Film Festival, Riyadh Fashion Week, international arts biennales, and seasonal celebrations in Riyadh and Jeddah.
Since 2018, Saudi has hosted over 100 major international events, with tourism authorities targeting 150 million visitors a year by 2030.
His Excellency Ahmed Al Khateeb, Saudi’s Minister of Tourism, said the campaign cements the Kingdom’s role 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, added: “Tourism is central to our vision. From world-class events to iconic sites and landscapes, Saudi is a land of discovery. We are committed to welcoming the world to stay a while and witness the future unfold in real time.”
The tourism sector is projected to reach $22.4bn in market value by 2030, contributing $16.5bn to GDP. Officials say the event strategy will not only boost visitor numbers but also drive infrastructure, create jobs and inspire youth participation in sport and culture.
As Saudi positions itself on the global stage, Ronaldo’s role as brand ambassador signals the scale of its ambition: to move from “football first” headlines to a diversified, year-round destination where sport, entertainment and culture converge.