When Cristiano Ronaldo first set foot in Saudi Arabia, it was football that drew him in. But in the Saudi Tourism Authority’s (STA) latest global campaign, the superstar reveals that there is much more keeping him rooted in the Kingdom.
Unveiled under the banner “I Came for Football, I Stayed for More”, the film captures Ronaldo as he journeys beyond the pitch, immersing himself in a whirlwind of world-class sports, cultural experiences, and cutting-edge entertainment that now define Saudi Arabia’s annual “Unreal Calendar.”
Cristiano Ronaldo’s Saudi Story
Cristiano Ronaldo – Saudi’s most famous foreign resident – becomes both guide and witness in the campaign film. Shot in a blend of cinematic monochromes and bursts of colour, viewers see him take in the roar of stadium crowds, the elegance of fashion runways, the intensity of esports, and the glamour of international film festivals.
“The truth is, from the energy of the fans to the scale of ambition — this is where the future of sport is being written,” Ronaldo shares. “What I admire most about Saudi 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’s Expanding Global Stage
The “Unreal Calendar” is more than a metaphor. Saudi Arabia now hosts an impressive roster of international sporting events, including Formula 1, LIV Golf, the Saudi Pro League, and the Esports World Cup. Looking ahead, the Kingdom is preparing to host the FIFA World Cup 2034, the AFC Asian Cup 2027, the Esports Olympic Games 2027, and even the Asian Winter Games 2029.
But the vision stretches beyond sport. Saudi’s calendar is also anchored by cultural milestones such as Riyadh Fashion Week, the Red Sea International Film Festival, and Arts Biennales, alongside the celebrated Riyadh and Jeddah Seasons, where global icons in music, comedy, and theatre take to the stage.
Tourism as a National Vision
For Saudi Arabia, this campaign is nation-building as much as it is branding. Saudi is cementing its place as a global destination that combines cultural authenticity, warm hospitality, and the thrill of world-class events. They remain steadfast in their commitment to creating unforgettable experiences for visitors from around the world.
Since 2018, the Kingdom has hosted over 100 major international events. Tourism is at the heart of Saudi’s Vision 2030, and they’re on track to reach their goal of 150 million visitors by the end of the decade.
The Billion-Dollar Bet on Tourism
Saudi Arabia’s investments reflect the scale of its ambitions. With $800 billion channelled into its tourism sector, projections estimate the industry will reach a market value of $22.4 billion by 2030, contributing $16.5 billion to national GDP. Infrastructure investments in stadiums, arenas, and cultural venues are already transforming the Kingdom into a global hub — not only for sports tourism but for entertainment, culture, and the arts.
The Heart of Arabia Calls
For Cristiano Ronaldo, the campaign is a personal invitation. “Being part of Saudi’s journey as a global sports hub has been truly special and unexpected. This is where the future is being written, and I invite the world to see it for themselves.”
The message is clear: while the world may come for football, there are infinite reasons to stay. Saudi’s “Unreal Calendar” has officially opened—and Cristiano Ronaldo is its most compelling ambassador.
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