Ronaldo x "Stay For More"
“Saudi, Welcome to Arabia” the consumer facing brand of the Saudi Tourism Authority
(STA), launched its latest campaign starring Cristiano
Ronaldo (CR7). Launching across key
markets in China as well as India and Europe, “I Came for Football, I Stayed
For More” brings to life a Saudi that offers visitors far more than the
expected. Heralding the start of its
extended season of high stakes sports, rousing entertainment, and breathtaking
film, fashion and cultural events, the campaign harnesses TV, Social, Digital,
and OTA to give audiences a taste of one of the world’s most exciting
destination calendars.
Featuring football superstar and Saudi’s most famous foreign
resident, CR7, the film takes viewers on a journey through Saudi’s cornerstone
events. An awed CR7 sits in the stands – comparing the different sports to his
own. From the adrenaline coursing
through the crowd, we hear its roar – feeling the highs and lows of a shared
experience. The emotion is palpable, and brings audiences into the thick of the
action. This is Saudi – engaged, excited,
and eager to take its place on the world stage.
The campaign highlights Saudi’s diverse, year-round sports and
entertainment events held across Riyadh, Jeddah and AlUla, with curated
packages making it ever easier to visit.
As hosts of the FIFA World Cup 2034, AFC Asian Cup 2027, Esports
Olympics Games 2027, Asian Winter Games 2029 among others, Saudi is bringing
sport home. Its regular calendar
includes largescale international events such as the Esports World Cup, Formula
1, LIV Golf Riyadh, Tennis, Saudi Pro League (RSL) - cementing its position as a
hub for largescale events.
From sports to culture and entertainment, Saudi offers something for
all interests. Its annual calendar continues
to grow, with Riyadh Fashion Week, the Red Sea International Film Festival,
Arts Biennales and the eponymous Seasons – held in Riyadh and Jeddah, forming
the cornerstone of activities. From
music to comedy, international and regional acts are taking the
stage in Saudi, furthering reach and accessibility for ever more audiences.
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 said: “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.”
Saudi is
investing to become a global hub for events, as part of its Vision 2030 goal of
diversifying the economy and expanding the tourism sector. It has committed
$800 billion to the sector, which is projected to reach $22.4 billion in market
value by 2030 and contribute $16.5bn to GDP by 2030. Events play a pivotal role in this, boosting
tourism numbers, driving infrastructure growth, creating jobs, and inspiring
youth participation. Investments in stadiums, arenas, and grassroots programs
are helping shape Saudi’s legacy as a leader not only in global sports tourism,
but wider entertainment. Explore Saudi’s Unreal Calendar here.
