Saudi Tourism Taps CR7 to Showcase Year-Round Sports and Culture

Saudi, Welcome to Arabia, the consumer brand of the Saudi Tourism Authority (STA), has unveiled its latest global campaign starring football icon Cristiano Ronaldo (CR7). Titled “I Came for Football, I Stayed For More,” the campaign runs in Europe, India, and China, leveraging TV, social, digital, and OTA platforms to rebrand Saudi Arabia as not just a sports hub, but an all-season destination for culture, entertainment, and adventure.

Ronaldo’s Journey: More Than Just Football

The film at the heart of the campaign takes viewers on a journey with football’s greatest expat. The narrative starts with Ronaldo in the stands, reflecting on sporting legends and major competitions, before monochrome scenes burst into vibrant color, signaling the diversity of experiences awaiting visitors. From electrifying music festivals like MDLBeast to multi-sport events, the film is designed to bring viewers into the energy and emotion of Saudi Arabia’s event calendar.

“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 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,” said Cristiano Ronaldo.

A Year-Round Unreal Calendar—Sport, Culture, and Entertainment

Saudi Arabia’s annual calendar is now packed with spectacular events spanning Riyadh, Jeddah, and AlUla, with curated packages making travel easier. As hosts of the FIFA World Cup 2034, AFC Asian Cup 2027, Esports Olympics Games 2027, and Asian Winter Games 2029, the country puts sport at the center of national identity and tourism strategy.

Regular events now include:

Esports World Cup
Formula 1 Saudi Arabian Grand Prix
LIV Golf Riyadh
Saudi Pro League (RSL)
International tennis tournaments, boxing, and regional football leagues

Off the field, Saudi’s festival calendar continues to grow, with highlights such as:

For a full list and guide to upcoming events, see Saudi’s Unreal Calendar overview.

Vision 2030: Investment, Inclusion, and Global Reach

Tourism is central to Saudi Arabia’s Vision 2030, with $800 billion committed to developing infrastructure, venues, hotels, and community experiences. By 2030, the tourism sector aims to reach $22.4 billion in market value, add $16.5 billion to GDP, and welcome 150 million visitors—bolstered by these landmark events and curated visitor packages.

His Excellency Ahmed Al Khateeb, Minister of Tourism, emphasized the strategy:

“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.”

A Campaign With Global Appeal

Featuring Ronaldo’s magnetic presence, the campaign bridges football and culture, inviting travelers to experience not just sporting excitement but music, art, heritage, and adventure. The Economic Times and Tempo underline how celebrity connection and event curation work to transform one-time visitors into repeat explorers.

“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,” said Fahd Hamidaddin, CEO, Saudi Tourism Authority.

Beyond Stadiums: Crafting A Seamless Visitor Experience

Stimulating inbound travel through signature packages, Saudi Arabia encourages visitors to combine sporting and cultural experiences, like pairing a Formula 1 weekend with concerts, culinary tours, and guided heritage walks. This approach helps lengthen visitor stays and deepen their engagement with Saudi’s history, landscapes, and hospitality.

Strategic investment has led to:

New stadiums and arenas
Expanded hotel and entertainment infrastructure
Grassroots and youth engagement in sports and arts
Opportunities for international and regional acts on major stages

For curated packages, event details, and booking info, check VisitSaudi’s campaign homepage.

The Vision in Practice: What’s Next?

As Saudi approaches its 2030 objectives, the Unreal Calendar is forecasted to grow rapidly. Standout upcoming events include:

Azimuth Festival—AlUla (Sept 25–26, 2025)
Riyadh Comedy Festival (Sept 26–Oct 9, 2025)
Annual Formula 1, golf, esports, tennis, and football fixtures

The impact is already visible: improved infrastructure, new jobs, expanded global media coverage, and millions inspired to travel.

Final Thoughts: Football Star Meets Culture Campaign

Saudi Tourism’s “I Came for Football, I Stayed For More” with Cristiano Ronaldo amplifies the Kingdom’s message—Saudi Arabia is open, ambitious, and a global center for sport, entertainment, and cultural adventure. For travelers seeking more than just football, there’s a full year of curated, diverse, and meaningful experiences, set against Arabia’s legendary landscapes.

Start your journey and explore the full calendar at VisitSaudi.com and follow the latest updates, highlights, and event stories on Instagram @visitsaudi.