Mumbai: “Saudi, Welcome to Arabia”—the consumer-facing brand of the Saudi Tourism Authority (STA)—has unveiled its latest global campaign starring football legend Cristiano Ronaldo (CR7). Titled “I Came for Football, I Stayed For More,” the campaign positions Saudi Arabia as a destination offering far more than expected, bringing to life its expanding calendar of sports, entertainment, cultural, and lifestyle events.
Rolling out across Europe, India, and China, the campaign heralds Saudi’s extended season of high-stakes sports, film, fashion, and cultural showcases. It spans TV, digital, social media, and OTAs, giving global audiences a glimpse of one of the world’s most dynamic destination calendars.
The film features CR7—Saudi’s most famous foreign resident—experiencing cornerstone events. From monochrome stadium shots to vibrant visuals of crowds, adrenaline, and shared emotions, the narrative captures what entices him to “stay for more.”
Saudi’s growing annual calendar includes mega sporting events such as the FIFA World Cup 2034, AFC Asian Cup 2027, Esports Olympics Games 2027, Asian Winter Games 2029, and regular fixtures like the Formula 1 Saudi Grand Prix, Esports World Cup, LIV Golf Riyadh, and the Saudi Pro League. Cultural highlights include Riyadh Fashion Week, the Red Sea International Film Festival, biennales, and the celebrated Riyadh and Jeddah Seasons, featuring music, comedy, and global acts.
His Excellency Ahmed Al Khateeb, Minister of Tourism for Saudi, stated, “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.”
Fahd Hamidaddin, CEO of the Saudi Tourism Authority, added, “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.”
Cristiano Ronaldo shared, “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.”
As part of Vision 2030, Saudi has committed $800 billion to tourism, aiming for a market value of $22.4 billion by 2030 and a GDP contribution of $16.5 billion. Investments in stadiums, arenas, and grassroots programs are central to its ambition to become a global hub for sports, entertainment, and cultural tourism.
