In Saudi's latest campaign, Cristiano Ronaldo invites you to “stay for more”

A star, a stage, and a story of transformation. Saudi Tourism's latest campaign, starring Cristiano Ronaldo, is a statement in grandeur. A declaration that the country, once defined solely by its passion for football, is now stepping into the global spotlight as a hub for sport, culture, and world-class events. Chic, cinematic, and charged with energy, the campaign captures Ronaldo’s journey of discovery in a land where the future is unfolding in real time. 

The epicentre of global sport

In a country where football ignited the first spark, Saudi Arabia has built a calendar of events that rivals the world’s most dynamic tourist destinations. Beyond Ronaldo’s own turf, the stage expands to Formula 1, world championship boxing, tennis, golf, and even esports. Hosting milestones such as the AFC Asian Cup 2027, Esports Olympics 2027, and the FIFA World Cup 2034, Saudi Arabia positions itself as the arena where the future of sport is being written.

Beyond the stadiums: A cultural awakening

From the Red Sea International Film Festival to Riyadh Fashion Week, the nation’s calendar now gleams with culture as brightly as it does with competition. Biennales, comedy festivals, and international concerts find their audience here, set against the breathtaking backdrop of Riyadh, Jeddah, and AlUla. The message is clear: Beyond simply hosting events, Saudi is curating experiences that merge heritage with modernity and tradition with ambition.

His Excellency Ahmed Al Khateeb, Minister of Tourism for Saudi, remarked, “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.”

Ronaldo as a symbol of belonging

 

Cristiano Ronaldo's words “I came for football; I stayed for more” resonate beyond a regular campaign. He is much more than just the face of it. From standing awestruck in stadiums to embracing the land’s expanding cultural fabric, Ronaldo reflects the journey many travellers are destined to take—arriving for one reason, staying for countless others.

“Everyone is crazy about football. But boxing… that’s a never-ending game of tackles. One wrong move, game over. Tennis… a marathon with a racket. When it goes wrong, you become your own worst enemy. Now imagine, every move, timed in a millisecond and behind you, a shadow, ready to steal victory. I came for football; I stayed for more...” says Ronaldo.
 

Ronaldo also reflects and states “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.”

A future written in bold strokes

Saudi Arabia’s $800 billion investment into tourism, aligned with Vision 2030, is a bold reinvention meant to redefine experiences. By blending sport, entertainment, and culture, the destination is shaping itself into a magnet for global travellers. For the style-savvy and experience-seekers alike, it offers a narrative of ambition, excitement, and belonging.

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.”

Where the world gathers, moments made to linger happen. With Ronaldo as its storyteller, Saudi Arabia invites us into its orbit—a place of constant discovery, where you come for football, but stay for much, much more.

All images: Saudi Tourism Authority

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